THE CANARY – PART TWO
INUVO Part two Carlton Saff a
Casino International: What are the data points being gathered by this AI you’re using then? Where are they gathered from? If you’re not using third-party data, where is it scraping? Rich Howe: The cornerstone of the technology is Artifi cial Intelligence, which is designed to mimic the brain. Our brains are libraries, and the neural connections in our brains are like books in the library. When we interact with something that requires a decision, those connections come together to access all the related information we have ever learned in our lives to help facilitate that decision, and it happens automatically. That’s the beauty of the human brain. In the Inuvo library, there are 25 million important ‘books’ we call signals of intent. Let’s pick an example: sleep, which can have any number of associations. It could be that you’re thinking about sleeping problems, sleep apnea, sleep quality, or how to get good sleep on a plane – it goes on and on. Inuvo’s AI is built to uncover all these signals of intent and map out every one of those connections. These connections themselves have been determined from the AI, reading and understanding billions of pages of content. This is the core of our AI and where we have invested $50 million dollars. Here’s what happens. You’re browsing a web page; we
don’t know or care who you are. All Inuvo knows is that there is some anonymous user on this website consuming content. The content on that page may not be directly related to sleep, but let’s just say there is a core concept of sleep present within this site, such as ‘snoring bed mate’. Our AI does two important things. First, it crawls the entire internet and analyzes every webpage to understand the content and true context as if it were the human brain. From there, the technology can understand why a user has landed on a certain page due to the likely path they took to arrive there. For example, that anonymous user may jump from ‘snoring bed mate’ to a page completely unrelated to sleep, say a pug blog. Our AI will make the connection that this user has trouble
34 OCTOBER 2021
Richard Howe, Chairman and CEO at Inuvo, and Carlton Saffa, Chief Market Offi cer, Saracen Casino Resort, talk to Jon Bruford about a concept that will change casino marketing forever. Part two of two.
Richard Howe
sleeping, has a snoring bed mate and that bedmate is in fact a little snoring pug! This anonymous user’s likely journey to any internet page is predicted by our AI, which in turn infers that they may be researching sleeping problems: their snoring pug! That is how the data points are gathered and why it never needs to be further enriched using third-party data. Inuvo does not need to know more about who you are, just why someone might be visiting a specifi c site, at a specifi c time.
CI: Then surely there is an element of probability or supposition in the equation: RH: Artifi cial Intelligence most defi nitely involves statistics. Much like the brain, Inuvo’s AI has mapped all the probabilities between the signals in our brain’s library. Humans do this intuitively and we have done the same within our AI brain. We say hey, we can fi gure out that there is a high probability that when I encounter a signal related to sleep, that there is some probability that it could be caused by a snoring pug. Once we make the correlation between sleep and that snoring pug, the pathway is revealed opening new marketing possibilities. What’s important about this approach is being able to
know both sides of the probability, and pardon me for getting nerdy here but I am an engineer. This is called co-occurring probability. You want to know the probability that if sleep is implied, what is the likelihood of a snoring pug being the real reason? Well, there might be a 12% probability of that. But you also need to know the opposite, like if it’s a snoring pug that is implied, there is a certain probability that it is really sleep they’re interested in. Now expand your thinking and imagine, Inuvo’s AI has been able to do that for all of the 25 million signals in the English language. It doesn’t require third-party data because it’s like a human
brain with trillions of interconnected associations. It says, that’s interesting and uncovers the ‘why’. There is no reliance on cookies, IP addresses, or third-party data because it is an artifi cially derived knowledge based on learnings.
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