Keep The Human in The Machine: Speaking With a Human Touch

1:30 PM - 1:55 PM

Hosted by HeyHuman

BFI Southbank: Stage Two South Block London SE1 8XT

This session will NOT be available on SMW Insider Live or OnDemand.

In 1997, IBM supercomputer Deep Blue overwhelmed grandmaster Garry Kasparov in their famous man vs. machine chess battle. What happened next was equally remarkable.

Rather than throw his toys, Kasparov was impressed by the machine’s limitless knowledge of moves. He instigated man+machine tournaments, dubbed ‘centaur chess’. Computers brought the brute horsepower of knowledge of thousands of moves but, crucially, humans made the final choices. This ‘centaur’ combination proved unbeatable.

Fast-forward 20 years the centaur approach has never been more relevant. With mobile, social and machines starting to learn and predict our wants and needs, brands have found new value by maximising more fleeting and shallow relationships. But, for all the automatically targeted messaging in social media, many interactions ring hollow because they lack the human touch. You can also say this of new voice interfaces, which are frequently discarded once the novelty wears off. Technology is breeding laziness when it comes to what really connects with people.

Join HeyHuman as we explore how automation and machine learning is already impacting our lives in good, bad and ugly ways – whether through retargeted recommendations, voice-commanded devices and even socially driven election results. Share our recommendations on the opportunities for brands to:

  • Walk the talk of ‘being human’ in social through vital new ways of working
  • Finesse messaging using neuroscience to maximise resonance and relevance
  • Balance ease of experience with connective friction

Venue & Location

BFI Southbank: Stage Two

South Block
London, SE1 8XT

Social Media Week

1:30 PM - 1:55 PM

Keep The Human in The Machine: Speaking With a Human Touch


  • Neil Davidson


    Neil Davidson

    Managing Director and Partner


  • Aoife McGuinness


    Aoife McGuinness