Oh, hello!

United Kingdom

I am a strategy director with experience in all stages of brand strategy and execution. I work with CEO's on the future of their business, and I bring brands to life through tailored content. Whatever you need. I am based in London, but can work wherever you and your clients are.



The Blog of Camilla Grey Petty


Filtering by Tag: AI

The case for curiosity — why it’s time to really pay attention to A.I

Camilla Grey

If 2016 taught us anything, it’s that skimming headlines rarely gives you the full picture. And it taught us that taking time to piece together the full picture can be critical to understanding, to evolution, and to progress.

Artificial Intelligence is ushering in a new era which will have, as its headlines, things like driverless cars, and medical breakthroughs. But it will also have a ‘long read’ just boring enough to ignore, yet just complex enough to be important. So while we’re all resolving to dig deeper into the things that matter, let’s be sure to add this to the list.

Last year opened my eyes to the real potential of A.I, thanks to two clients — Ayuda Heuristics and Graphcore — operating at the cutting edge of this technology. The projects allowed me incredible access to the founders, their teams, their product roadmaps and their advanced knowledge of the field. At times I admit to having felt totally lost and confused — this was hardcore, complex and often theoretical stuff. Building brand strategies for companies in this field has stretched me and challenged me in ways I could not have anticipated, but taking the time to really understand the technology and what it could lead to has also been incredibly exciting and rewarding. Even now, I am still more curious than by any means expert, but it’s a valuable state of mind and one everyone can all benefit from. Perhaps now more than ever.

That said, it made me want to reflect on the real value that being curious, and taking the time to really understand new technology, can have for a business. Curiosity may kill cats, but these two examples from our recent past show curiosity is what keeps companies alive. And being curious about A.I may be what keeps your business, all businesses, alive in the years to come.

Example 1:
How Burberry got curious about social media and re-invented luxury retail

Look at any chart of social media growth between 2006 and today, and you’ll see that the first big uptick occurred around 2010. Facebook and Twitter both saw major growth, with the former reaching a half billion users, and latter gaining +44% of their user base in that one year alone. Instagram came out of beta, quickly surpassing Hipstamatic (a first-to market photo editing app named App of the Year by Apple) and killed it purely by have a social element. This was all largely down to higher processing speeds in smartphones and increasingly ubiquitous wifi which brought more people online and onto social networks.

Burberry got curious about all this in the nick of time, hiring Musa Tariq as their Global Head of Digital Marketing in late 2009. By 2010 he was in fifth gear and busy creating Art of the Trench and live streaming their London Fashion Week catwalk show — making them the first luxury retail brand to take social seriously and do something seriously great. They also drove market share in China with a commitment to Chinese social channels Sina Weibo, Kaixin001, Douban and YouKu. For the company as a whole, these initiatives took the fear out of ‘digital’ and gave them the guts to continue to be experimental and creative. Burberry’s early work in that space put them on the front foot and has more or less kept them there ever since.

Curious about: Social media, mobile technology, internal communication, digital behaviour amongst their target audience, growth markets, re-defining luxury retail.

Rewards: Record revenue, margin and profit, Fast Company ‘Most Innovative’ 2011, 11 million views for Art of the Trench within 9 months.

Example 2:
Walmart got curious about data and out-Amazoned Amazon

Moving forward to 2012, and our relationships with brands had become truly digital as we talked to them (and about them) on social media, signed up to their newsletters, downloaded their apps, and bought more and more stuff from them online. By the end of the year, 24% of 2012’s Black Friday shopping was done online compared to just 6% in 2010.

While most brands concerned themselves with getting up to speed on social and lost their shit about the announcement of Google Glass, others — such as Walmart — focused on something far less sexy: data.

What Walmart realised was that the more people did online, the more data they created. And the more data they created, the better Walmart could understand and predict their customers. And the deeper the understanding and the more accurate the prediction, the better they could sell them stuff. Sorry, I mean ‘meet their needs’.

In 2011, Walmart set up @WalmartLabs with the sole purpose of focusing on the social and mobile data generated around Walmart. By 2012, the team had built a platform that could mine tonnes and tonnes of social data and identify what was important for Walmart to listen to, and what wasn’t. This was one of the first (if not the first) examples of a big brand building a dedicated, brand-led platform for big data. Come 2013, the platform was making correlations between search trends on walmart.com, sales trends in brick-and-mortar stores and social buzz online — plugging them directly into their global customer base and setting them up to continually evolve and improve. The team went on to lead retail firsts in omnichannel logistics, mobile, and open source. In January 2016 WalmartLabs was brought together with Walmart’s store-focused tech group to create Walmart Technology in a landmark step to fully integrate its nearly 12,000 stores with its $13 billion a year e-commerce business.

Curious about: Big data, social analytics, innovation (based on the company’s objectives and capabilities, not trends) .

Rewards: Best overall return in stock performance and dividends in more than a decadeClimbing to №1 on the Fortune 500 list this year.

Curious about Artificial Intelligence?

These two examples aim to show what happens if you get in, understand the big picture, and then build something distinct to your company. They tell the story of two giants who stayed the course by staying curious. But they’re the minority. As we’ve seen, the past ten years has made dinosaurs out of companies who stayed ignorant and failed to adapt to things like social, mobile and ‘big data, and the next ten will claim even more. A.I is the big meteorite, folks and it’s time to decide — mulch or maverick?

Google have bet the farm on it. You can read more about that here (yes, it’s long but come on, you can do this!) Facebook, Apple and Samsung have too. But that doesn’t mean everyone else should roll over and let them get on with it. Far from it. It’s time to dive below the headlines and go deep. It’s time to ask what does this all mean to the future of my business, or the business I work for?

Follow me here and on Twitter for more of what I’m reading and thinking about as I also begin to wrap my head around the bigger picture of A.I. And please do let me know what you’re uncovering too. Meantime, here’s some immediate further reading to get you started…

Little voices

Camilla Grey

Whether AI ends up augmenting, replicating or replacing us in our lifetime, we don’t yet know. But it’s safe to assume that the way we think about technology will be increasingly linked to how we feel about it and its presence in our lives. As Facebook becomes another behemoth to talk about its big bet on AI, I wonder if Apple may have quietly pipped them to the post.

When you think of Apple you think product - screens of varying sizes and weight. You think of towering white churches of technology. You think of occasionally (and increasingly less so) iconic ad campaigns. And, if you’re that way inclined, you’ll think of a software and services ecosystem that’s equal parts groundbreaking and unnavigable. 

What you are unlikely to associate with Apple is sass, quirkiness and a strong moral code. You’re not going to think of them as chatty, approachable or flexible. They have no social media presence (not including Apple Music), and a service style that is cultish at its best and robotic at its worst. 

But you’re missing a trick, because this whole time Apple have been nurturing a voice that has the potential to grow so powerful and so influential it will shock us. Siri. 

Look beyond the silly Easter Egg answers, and you’ll find hidden depths and hidden clues to Apple’s long-game into the AI space. Siri, it turns out, is liberal af. She’s pro-choice and supports LGBT rights. She’s also, presumably, a feminist - polite and helpful but unwilling to take your bullshit or hide her vast intellect. She’s the Her that smart women want to be and right-on men want to be with. 

The future of technology lies in its ability to behave like a human. So it makes sense that such entities strive to be as intelligent and forward-thinking as we’d hope for ourselves. 

As we hand more tasks and decisions over to tech (from arranging meetings to looking after our elderly to driving cars), we’re going to need to trust it and have confidence in its emotional abilities as much as its logistical ones. We (the crossover generation who remember the time “before”, and who’ll stubbornly cling on to the bits that feel uniquely ours) will want to be sure we’re not going to have a HAL situation on our clumsy hands to solve with our slow, dumb-ass brains!

Facebook spent last week positioning itself as a potential leader in the AI space because of its “unique situation” with social data. But perhaps they’re already behind. If you’re an Apple user, Siri is probably the only (or one of the very few) robots you are already comfortable chatting to. And, with every sassy or silly reply, we’re getting more ok with her as an entity that can help us do more. 

Today we think a lot about Apple, but it has yet to really make us feel anything beyond smug. For a company so empirically closed and reserved as Apple, Siri represents a whisper that could one day evolve into a song. A song that not only reflects how we feel about technology, but how technology feels about us.