It takes a certain amount of moxie to tell an audience of marketers gathered at a conference focused on AI data that our current data-gathering devices are “as dumb as rocks.” It takes even more moxie to tell the same audience that people don’t like ads because so many lack relevance.
But Jordan Ritter, founder and CEO of Seattle-based Atlas Informatics, has been pushing buttons, and boundaries, for quite some timeince back in the days when he helped found Napster, the revolutionary music-sharing platform.
And he’s still at it. His point about our current data-gathering systems is that they lack contextual awareness.
“The tech we have today has a lot of promise, but don’t believe the AI hype,” he said. “They’re not there yet. They don’t have any notion of context. Data is siloed and they don’t leverage the information they have. Meanwhile, we’re dying of digital chaos.”
His company has taken a step toward diminishing that chaos by creating a search tool called Atlas Recall, which Ritter describes as a “searchable photographic memory for our entire digital life.” He says, “It works like human memory,” by providing a searchable index across all of a person’s devices and apps. Atlas Recall moves us toward greater contextual awareness, he said.
How will this type of awareness change the way marketers work? Ritter sees profound changes. “Contextual intelligence is able to recognize intent, as opposed to habit. It recognizes need. Marketers want to sell products and service but they don’t want to do it unmeaningfully. Through a clearer sense of context and intent, marketers can have better conversion ratios and be more effective.”
Ritter believes we can move beyond our current systems of gathering and using data to a whole new level of understanding and relevance. “Context is the key to our devices knowing us better, so they can be of better service to us rather than us having to work them.”
He adds that through a comprehensive activity profile, such as the one Atlas Recall is designed to provide, we can “unlock the next level of intelligence.” Ever the pioneer, Ritter foresees achievement of that goal and is eager to help lead the way.