Mahi de Silva is the Co-Founder and CEO of Amplify.ai, the world leader in conversational AI, delivering consumer/citizen/constituent engagement that is immersive and persistent - with tools to measure, optimize and manage the full lifecycle of a brand experience. Mahi has long been an influencer in how companies leverage technologies to improve business performance. He began his career with Apple in 1989, and prior to founding Amplify.ai, he was a co-founder and CEO of AdMarvel Inc, a mobile ad platform that enables publishers and operators to source, manage and track advertising from any ad network. After Opera Software ASA acquired AdMarvel in 2010, Mahi served as CEO Opera Mediaworks, the world’s largest independent mobile advertising platform with annual revenues of more than $500M.View the profile
About the talk
Amplify.ai the world leader in Conversational AI, is the first and only enterprise-class AI-driven omni-channel messaging platform, with over 500M users and over 9B interactions across all three pillars of digital marketing: web, social media and search. When the COVID-19 pandemic hit, our team turned our attention to helping governments, health agencies and NGOs deliver critical information to millions of people around the world, and to engage them in automated conversations to measure the most pressing issues. We also partnered with key players like Facebook, Google and Zendesk to deliver these services at hyperscale. A great example of this work can be seen at MyGov.in, where in collaboration with the Government of India and the Ministry of Health we deployed AI powered digital assistance on their website, Facebook, Facebook Messenger, and Google Search and Maps. These systems that have engaged more than 10 million people, provide real-time, critical information about COVID-19 and connect citizens with more than 11 thousand food banks and shelters locations across India. Additionally, we’ve helped commercial customers automate customer care interactions, dramatically reducing the burden on human agents by as much as 60%. This has been especially helpful in enabling social distancing in call centers that are typically house agents in tight quarters.
Provide a i and you know our platform is all about customer engagement super powers, but when covid-19 can't we actually is a team decided to take a slightly different approach and what we ended up doing was actually decided that we were going to move our platform towards citizen engagement super powers and see if we could as a as a start-up help governments in Gio's other organizations get information out about the pandemic. So guys we all know covid-19
created unprecedented challenges, right? There's lots of conflicting messages that were coming from the national level the state level the local level. There's a lot of frustration distribution of everything from you know, what hospital to go to, you know, where can you get tested General Healthcare information with the shelter in place orders with a lot of confusion, as you know, what happens when the economic impact right including things like economic assistance. There's a lot of challenges and getting this information out. And we also found
that there was a call to citizen action in Africa volunteer is for donations. That wasn't really getting hard very well. Now we kind of looked at this from the other opportunity which is what kind of what kind of new opportunities does this create for governments or ngos for state and local governments and organizations, even public officials and using the pandemic need to educate these these citizens is an opportunity to actually leave the citizen sleep through
this turmoil to his time engaging a diverse population where they were as opposed to trying to get them to go to a website or or sign up for an SMS alert. It was also an opportunity for many many governments that really didn't have any kind of a government infrastructure to set that up and to leverage your cutting-edge AIML technology to really create a lasting citizen engagement model. So we brought our platform to Bear here, which is really in orai Foundation is all about NLP ml for personalization looking at a bunch
of Engagement data and and using that to optimize re-engagement. Our go-to-market usually comes to life in to form either through a brand of virtual assistant or a conversational add experience. so what we saw here is an opportunity was to connect citizens where they were right find him on Facebook and Instagram messenger via SMS on the Webb Twitter you know even platforms like Google messages and really create a highly effective interactive ladder of Engagement so that you could do is frictionless signups issue-based engagement
be able to make people aware of the events and opportunities to engage volunteering and then having a massive platform that you could do a b testing to see what kind of messaging resonated better with the public And then lastly let you know what we've seen is the ability to personalize that experience to drive persuasion to that, you know, whether it's wearing masks or getting tested. So this this opportunity, you know, if you think about all the noise
around Cove in it was the ability to really bring conversational AI to engage citizen in a in a game-changing way also because of all of these conversations be able to develop some deep insights into how were citizens feeling about this. You know, what were what was the General sentiment? How did that change over time. What kind of intense were we able to decipher? And ultimately what are the issues that the public was was really concerned with? We also created a infrastructure to really take a digital pulse of the state of whether it's a
country or or just a geographic portion of that and being able to distill it down to what what really mattered to those local organizations. And then lastly the ability to create really fine grain audience segments and Taylor that re-engagement and messaging to peel TVs. So I'm to tell you a little bit about how we how we achieved is at the core of our system is a conversational AI system that really can be brought into every aspect of the customer Journey or in this case of Citizen Journey. So whether it's social the web and app search
we're plugged into pretty much all the open apis that are able to engage consumers. I'm just to give you a little bit of background on us. We've driven more than 10 billion engagements with more than half a billion consumers around the world. Diamond SM examples of how this really Werks one of the largest organizations we worked with was the government of India in the ministry of hell. They have a e government infrastructure called mygov about 800 million people that have registered
with that solution. So we started with a very simple conversational AI experience called the stocking even bought and that was available on their website. It's still there. You can you can see it if you go to my job that I am but it's it's a very simple conversational web-based conversation experience with an expanded it to Social and desserts now going to some examples of this there are in about 40,000 people. That use the service every single day every single hour and we've stayed like in in just the web
experience 7 million monthly unique users interact with it and it's a single instance that can be served in any of these channels Facebook SMS Twitter Instagram WhatsApp Google messages on the web on search. So here's a simple ways that they work right it within a Facebook experience. They were posting promotions for it. You could click on this and fall right into the conversational experience. You could send his Facebook presents the message to get started in this world famous Leon on desktop and mobile but here's an example of how you get
get started. Right if it identified You by name it started to create a dialogue and and let you engage in Hindi or English. additional things that we could do we could take a comments and and and reactions and be able to engage comments for example with a direct automated message. So if you said something on a post that was an opportunity to bring people into the conversation if you just did as like for example, we could we could do some retargeting of those users for follow-on engagement. The same thing could happen in
Instagram. Not much. Like what I just showed you on on Facebook because of the the capability to link to this. It was easy to promote this through platform that didn't really support conversational experiences like a Twitter. I bet you could promote it and in fact the the prime minister of India tweeted about this and in a single day there were several million people that that that click on this link in and got into the experience. Another exciting area that we think really is a it is a good indication
of where service is going in. The future is working with with Google. We were able to deploy the solution that again for the government of India, but now with search results being able to create a message interaction. So you might search for food and shelter location the search results give you this ability to message that individual shelter get real-time information. So I'm 12,000 locations around the country are providing real-time interactive information to the to the citizenry. There's lots of different ways that we can bring this to a 2-2 light,
right? So a simple icon that says you a message and the infrastructure being able to reuse it after the the local government level on the same infrastructure, but now, you know appealing to a different constituent maybe some more localized needs and of course being able to leverage scl. So being able to buy keyword driven campaign to promote these kind of services. I'm shifting gears. We worked with a lot of the press and and media. So this is an example in India where you saw this little Cove in icon that looks like a
chat icon. And if you clicked on it, it turned into a interactive solution. So you could get information that was relevant to you in a in a highly customized personalized way. Another example Here and Now moving away from government was Evo Electronics manufacturer came to us because they you know, all of their support is done in a call center with 300 people. I when Kobe broken only about 30 of them only about 10% of them could come to work in about two weeks. We built them an automated solution that 90% of the trouble tickets that were generated
for the stream for K-pop product was actually handled through our automated AI system only 10% you know when to human agent, so it's a great example of what teaching us that we could efficiently use a i m l technology to drive better scale in better solutions for a customer support. This is also related. You don't we been working with a lot of political campaigns particular here in the United States and that the latest manifestation of this is doing digital door knob game where you know Wood Cove in the traditional canvassing doesn't really work.
We've been able to deliver over $1000000 small donations to these campaigns a month engaging over 70 million voters just in the single campaign season. And then my last example is this is it is a bank is the State Bank of India the largest bank in India that uses Facebook to drive awareness that you know, you can Bang from home. This is a country where even though electronic Mac banking exist. A lot of people are still like the the face-to-face brick-and-mortar tattoo experience. So it's it's about educating the public and making them aware and more comfortable about doing
electronic banking Bank. So I wanted to rap with you know, how is this approach different first and foremost it's highly interactive. It's reached media is images video audio. It's a type and tap experienced it it's dynamically multilingual with highly trained and infrastructure and it's stateful so that if you stop a conversation and start up an hour a day or a week later, you can you can start back up where you left our systems improve to deliver a very actionable insights in a conversational
data-gathering can help build a very very powerful profiles. You can drive lots of custom variables around that at with depersonalization and and really being able to program the system without writing any code. and lastly that the real value here is full automation that gives us hyperscale with the ability to do a live hand off to a call center or live agent when needed be able to redirect phone conversations like an ivr into a message in conversation and ultimately really boost productivity
and efficiency of the human age instead in a crisis like this or completely underwater and it allows them to operate in a in a social distancing way So that's that's my story. I hope you got some value out of its I am happy to answer any questions if there are any What prediction protocol is needed to avoid abuse or misuse of manipulation by certain individuals? Yeah, it's a great question. You know, one of the things we encounter in our work everyday working with political campaigns is that there are literally
thousands of bots that attack this infrastructure whether it's a web-based chat system or even more pronounced on platforms like Facebook and Instagram. So we have built profiling mechanisms that can very easily identify these Bots and limit the amount of disruption that they can make and many many service providers, you know, including Facebook have taken note of that and then allowed organizations to actually banned certain accounts that are trying to attack their infrastructure important part tends to be more organized,
but even at the Individual level that the power of machine driven experiences are that you know that the most of these individuals or organizations leave a digital footprint and it's very different than if they were calling and talking to someone it's much easier to identify and take action in a digital conversation then a then a voice or or pee or sort of chat experience. Okay to just when you make pick up love Mama Netflix find equation. Say anything else for
ending for my stomach. Yeah, he may have been mooninites like go to a musician if you have something to share with best practices. bespectacled Sure, let me go back to. that the presentation to talk a little bit about one of the unique things that we Wheatley found if I'm working with government organizations in many ways. Sorry. In many ways a lot of Institutions a public institutions. They've set up a web infrastructure, but what they typically don't have in a lot of organized engagement around social media
or even search because they tend to look at those as being much more commercial they tend to think of them as engines that require a lot of spend to drive engagement. But what we've seen is that you could leverage these platforms and you know from a PR standpoint companies like both Google and Facebook are happy to help organizations that are battling things like the pandemic or you know, I help crisis sore or an emergency that they will bring. Parts of their platform to this type of opportunity
without these organizations having to spend a lot of money on advertising and they all and what we've we've seen is that there are best practices around how to create, you know, social following and two levers at Social following to create more visibility. I'm on a social media platforms and in search being able to you know, without having to spend a lot of money on sco and being able to be really smart about how you leverage things. I Google my business settings how to wire up Automation and
chat in conversational AI into those experiences, which I can be profoundly productive without you know, without much of an investment. So we're we're quite optimistic bad. The Deeds these governments and ngos who's gotten a taste of what's possible is really leaning into any of these opportunities for tickly around is this a citizen engagement opportunities to ask a question? You can give me the okay, one question about I'll be fine. You said that you were able to handle donations living in the US by in this case corporate relations, one of the problems brought up
by covid because of the transportation being blocked a transportation mail service was distracted across the countries and also in India became very difficult backs that I used to somebody coming in sitting in front of you and you can do that, too. And the country are you able to handle Financial transactions between countries? Yeah, you know it's a it's a great question. I would tell you that we don't have any specific experience with your driving a lot of high volume transactions
across borders, but I would tell you that like our work with SBI with HDFC with several other Financial Services institutions is that bad that there's a lot of money being moved in electronic Bank banking from you know, that the broader let's call it the diaspora of of Indians that live all over the world. And in Enid are there is some special consideration that needs to happen if the account setup level SBI, for example that when they created this Outreach it wasn't just focused on people in India. It was actually targeted.
Send send out all over the world for people that do banking with them to facilitate more Electronic Banking and the typical face-to-face. Are you involved in someone from here from us dealing with c h p i I think there are there a certain individuals that we facilitated you don't get transaction with spi how we do that is that in? Our platform is a is a conversational platform that can connect up to any back in system through a Jason interface. It's all protected with SSL so
through a conversation experience. You you absolutely cannot authenticate to a bank be able to create a secure session and and facilitated transaction. And yes, we have people all over the world using our system to achieve that how do they communicate with you? You have a need to have your new email address a mess. I am a h i at amplify. AI.
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