AI, Deep Learning & Understanding Consumer Identity

  • TYPE: Combined Session DATE: Friday, September 21, 2018 TIME: 14:30-15:30 LOCATION: Emerald 3


This talk looks at how a conversational AI system is a mirror, composed of two identities. The input from the user and the output from the AI system contain vast arrays of data. And today, with legislation like GDPR and security concerns we look at how the user's identity is of great value, how the bot's identity must be authenticated, and ways these two complicated systems can be managed for maximum value to both parties.


Demonstrating that humans’ irrational decisions actually follow a predictable pattern netted Behavioral Economist Richard Thaler the Nobel Prize last December. His bestseller Nudge: Improving Decisions About Health, Wealth, and Happiness looks at ways to effect change despite humans’ cognitive biases for irrational choices. In the increasingly complex marketing environment, understanding your customers’ root motivations and using them can lead to more effective marketing actions.

Applying behavioral economics “test-and-learn” approach to influencing customer behavior has helped drive Auth0's 100% increase in number of customers and revenues in 2017 alone. Gonto, VP of Marketing and Growth at Auth0, will explore how examining your customers’ choice architecture can lead to a greater understanding of their cognitive biases; and how that understanding informs marketing efforts to drive business goals.

Key takeaways:

1. How to apply specific marketing automation strategies to glean impactful decision-making data
2. Define your customers’ choice architecture
3. Identify your customers’ most actionable cognitive biases
4. A/B testing to refine inbound and outbound messaging


Martin Gontovnikas, a.k.a Gonto, is a software engineer at heart who moved to the ‘dark side’ and is now VP of Product at Auth0, a leader in identity and access management. He considers himself lucky to have found a way to combine his two passions and apply his engineering thinking...

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Session Links

Seattle, USA


Consumer Identity World USA 2018

Registration fee:
€1200.00 $1500.00 S$1920.00 13200.00 kr
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Contact person:

Ms. Lauren Zuber
+49 211 23707725
  • Sep 19 - 21, 2018 Seattle, USA