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Awards and Events in association withCreative Circle
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Microsoft Conference: Leading Transformation with AI

23/05/2018
Advertising Agency
London, UK
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Miguel Alvarez, Director of Technology Solutions at AnalogFolk, shares his experience at Microsoft's invite-only AI event for senior leaders

This week AnalogFolk were honoured to attend and exhibit at Microsoft's exclusive, invite-only event for senior leaders 'Leading Transformation with AI'.

The event was headlined by Microsoft CEO Satya Nadella, who shared insights on the transformational role of AI in the enterprise along with Microsoft's latest innovations in the field.

Miguel Alvarez, Director of Technology Solutions at AnalogFolk shares his most inspiring moment: "It was a privilege to be invited to the #TransformativeAI event from Microsoft. I was so excited I arrived early for a front row seat. There were so many interesting points of view around data, cloud computing, ethics etc. But the most inspiring comment for me came from CEO Satya Nadella: the world is becoming a computer which creates great possibilities, but it comes with responsibilities."

AnalogFolk were also featured as a best in class use of transformative AI. We exhibited our award-winning Marmite TasteFace experience to delegates alongside key client Philippa Atkinson, Senior Brand Manager Knorr (previously Marmite) at Unilever.

TasteFace is an exceptional and innovative piece of response-driving activity that goes beyond a traditional digital activation by building brand love, capturing user data and enabling the creation of reusable UGC.

An innovative sampling web app that invites people to try Marmite, TasteFace uses facial recognition technology to analyse their reaction.

TasteFace builds on the Microsoft Emotion API, that recognises facial expressions across a set of eight emotions; anger, contempt, disgust, fear, happiness, neutral, sadness and surprise. We built a bespoke algorithm to convert these eight emotions into a sliding scale of love and hate.

TasteFace supported the overall Marmite Gene campaign in a playful way, motivated our target audience to interact with the brand and has resulted in the distribution of 150k samples.

We hosted a live trial experience at the Microsoft Conference, treating our peers, industry experts, and AI thought leaders to the Marmite TasteFace experience. Lovers or haters of Marmite they were all impressed with the opportunity AI is unleashing.

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