VUI (Voice User Interface) role in apps redefined by emlyon study

I stumbled upon a ground-breaking piece of research by emlyon about Voice User Interaction (aka VUI) which redefines the role a voice activation in applications design. Whereas it is flavour-of-the-month to claim that voice is going to replace other user interfaces and namely touch, Margherita Pagani’s AIM Centre of research for artificial intelligence in value creation proved that both types of interfaces have different implications with regard to the way that users interact with brands, engage with them, and feel about them.


VUI - Voice user interface
VUI – Voice User Interfaces — as used in smart speakers, but not only — is often touted as a miracle cure to user interaction issues. However promising this technology might be, and it is, there are no miracles and touch-based interaction should not be overlooked.

Whereas it is clear that voice interaction has a very promising future for the design of applications, be it on smart speakers or other devices which are using voice recognition systems, it is not true to state that voice will replace other interaction methods, at least in the very near future.

As Margherita Pagani points out, there is a possibility that users are not feeling very comfortable with voice interaction right now, but things may evolve in the future. As always with innovation, and despite what people think, patience is a key ingredient.

I interviewed Margherita last week to know more about the research, which will soon be published by the Journal of interactive marketing, and of which I will give you a few glimpses in this piece.

The role of VUI in consumer interaction with brands


Voice interaction (VUI) and brand interaction with users

Interview of emlyon’s Margherita Pagani: Margherita Pagani is a Professor of digital marketing at emlyon business school. She is also the academic co-director of the Master of Science in Digital Marketing and Data Science, taught in Paris and Shanghai. She is also the Director of the AIM research centre on artificial intelligence and value creation.

Emlyon’s centre of Artificial Intelligence is looking at how new technologies and artificial intelligence improve user interaction. We study how technology can create new experiences and their impacts on marketing outcomes. One of the research areas we focus on at the research centre is the role of VUI (voice user interface) and touch in the interaction with the end user.

In this study, we compared the roles of modes of sensory perception, voice and touch and the two combined together, when brands interact with users. What motivated us to pursue this research was that more and more companies are now looking at new technologies to develop improved experiences of their interaction with the user. Continue reading “VUI (Voice User Interface) role in apps redefined by emlyon study”

Cedric O : “With AI, Europe Could Be Wiped Off The Map” #AIParis2019

I attended the AI keynote of French secretary of State for digital Cedric O at the opening of the AI Paris 2019 conference, of which Visionary Marketing is a media partner. Thus, I listened carefully to his presentation, which covered Europe and France, their strengths and weaknesses. In the end, it was also a very revealing moment with regard to the relationship between politics and technology and innovation, with a well-targeted question by the audience: “What is AI to you?”

What does AI mean to a Secretary of State for digital in Europe?

Cédric O was an advisor to French President Macron for 2 years. He has not only worked on digital technology, but also on the involvement of States in innovation; and one thing that impressed him during these two years at the Presidential “Elysee” Palace is the financial side of technology that makes China and the United States two unrivalled Powers in that space.

Cedric O - AI at AI Paris 2019
360° view of a 360° presentation by French Secretary of State for digital Cedric O on AI. Fine, but what kind of AI is Cédric O talking about?

Cedric O: “With AI, Europe could be wiped off the map

The risk is high, the minister said, that Europe could “be wiped off the map.”

AI is not the only technology at stake, he said (namely, blockchain must be added to the lot) but it is one of the fundamental technologies of our times. Continue reading “Cedric O : “With AI, Europe Could Be Wiped Off The Map” #AIParis2019”

How to face the human challenges brought by AI? – Christian Clot

Facing the challenges of AI – Christian Clot

Christian Clot is an extraordinary character. Both a researcher and an explorer, he spent 4 times 30 days in the most extreme places on the planet. I saw his videos and testimonies and was much impressed. How you could get out of this time spent in the hottest Iranian desert in the world where the slightest drop of perspiration evaporates instantly! I interviewed Christian as part of the upcoming AI Paris 2019 exhibition, which will be held on June 11 and 12, of which Visionary Marketing is a media partner. As a researcher, Christian reflects on how humans may adapt to the most profound changes that await us in the coming decades. Artificial intelligence is not the least of these challenges. 

You have experienced the most extreme places on the planet, for what purpose?

I have been conducting studies for about ten years now on the human capacity to adapt to new and changing conditions.

I did this because I have been an explorer for quite some time now and I have observed in the field the changes experienced by people who live in these tough climates: cognitive changes, personality changes and changes in the way they function very profoundly.

AI Christian Clot
To prevent AI from disrupting society, Christian Clot crossed an Iranian desert during his “Adaptation” project This allows him to launch research on the adaptation of human brains to intense changes[Christian Clot image via VSD]
So I decided to use extreme environments to see how the human brain reacts when it is confronted with significant changes. Continue reading “How to face the human challenges brought by AI? – Christian Clot”

Data Ethics: data science must not be in the sole hands of experts

A gret number of universities of the world propose courses about data science, machine learning and artificial intelligence. Isn’t it time they added data ethics on the agenda, at a time when tech giants like Facebook and Google — to name a few — have become familiar targets for the lack of respect for their users’ data? Or at least for their inability to prevent such data from being stolen by external players like the ill-famed Cambridge Analytica. This contribution will provide the framework of my presentation on behalf of the Business Analytics Institute to the CDEFI conference on “Ethics and digital [ethique et numérique]” June 6th in Toulouse.

Data Ethics
We all have our crosses to bear, but Mark is carrying an even bigger one: that of our data stolen by Cambridge Analytica — amongst others. [Collage by an anonymous artist – Paris January 2019]

How important is data ethics…

what issues need to be addressed, which themes should be explored, and how can the subject be taught effectively?

Data ethics involves the study and adoption of data practices, algorithms, and applications that respect fundamental individual rights and societal values. The primacy of data in modern economies becomes more apparent each day. Success not only in science but in business and society depends on understanding both what data exist and what it represents. It is of little wonder that universities the world propose specializations today in data science, machine learning, and artificial intelligence. Yet confining data science to the realm of specialists is both short-sighted and potentially perilous, for both public and private organizations are increasingly relying on analytics to monitor and evaluate almost every aspect of our daily lives. Continue reading “Data Ethics: data science must not be in the sole hands of experts”

Data Science Ethics: Without Conscience It Is But The Ruin of the Soul

Data Science is on the agenda but what about Data Science Ethics? The twin motors of data and information technology are driving innovation forward in most every aspect of human enterprise. In a similar fashion, Data Science today profoundly influences how business is done in fields as diverse as the life sciences, smart cities, and transportation

As cogent as these directions have become, the dangers of data science without ethical considerations is as equally apparent – whether it be the protection of personally identifiable data, implicit bias in automated decision-making, the illusion of free choice in psychographics, the social impacts of automation, or the apparent divorce of truth and trust in virtual communication.  

Justifying the need for focus on the Data Science Ethics goes beyond a balance sheet of these opportunities and challenges, for the practice of data science challenges our perceptions of what it means to be human.

This contribution was inspired by Julie Compagny’s noteworthy article on the Digital Me Up. Digital Me up is the blog of our students from the Advanced Master’s in Digital Business Strategy of Grenoble Management School, where I teach and Julie is one of the students from the 2018-2019 academic year. This topic will be on the menu of next month’s lecture about “Technology and Innovation”, which I will deliver on the premises of Vinci’s incubator, aptly named Leonard.

Data Science ethics and its influences on today’s business practices

Data Science Ethics
Pr Lee Schlenker with Vinci’s #Weareleonard Camille Desforges is preparing is Apr 5th Offsite lecture. The Advanced Master’s in Digital Business Strategy of Grenoble Ecole de Management will be hosted by Vinci on that date.
if ethics is defined as shared values that help humanity differentiate right from wrong, the increasing digitalization of human activity shapes the very definitions of how we evaluate the world around usClick To Tweet

Margo Boenig-Liptsin’s points out that our ever-increasing reliance on information technology has fundamentally transformed traditional concepts of “privacy”, “fairness” and “representation”, not to mention “free choice”, “truth” and “trust”.These mutations underline the increasing footprint and responsibilities of data science – beyond the bytes and bits, data science shakes the perceptual foundations of value, community, and equity.  If academia has been quick to establish Data Science programs around statistics, computation and software engineering, few programs address the larger societal concerns of data science, and fewer still analyse how responsible data practices can be conditioned and even encouraged. Let’s sketch out the contours of this challenge. Continue reading “Data Science Ethics: Without Conscience It Is But The Ruin of the Soul”