Okay, so, welcome to something brand new. In this slot, as you've seen the last couple of days, we've tried to do something different, and what we decided to do for the last day is a sort of Ignite-style set of talks. Ignite-style talks are basically where the presenters have given 20 slides and they auto-advanced. There's no ability for them to control the slides. They're just along for the ride, so they better keep going. And in this particular instance, rather than give them open frame to talk about whatever they wanted, we asked them to sort of talk a little bit about RubyConf and the Ruby community specifically. This works better in the morning, but I'll sort of, well, I'll just talk about it in the morning. As you've seen, and a lot of you are experiencing, this is your first RubyConf, and so there's a lot of history of RubyConf and what it used to do and where it is now and how it's gotten to the point that it is, that it gets lost in the day-to-day of just everyone having a good time at RubyConf. So we asked the presenters to basically speak on that topic a little bit about a different part of it, so. Yeah, I don't think I need to set it up anymore in that. So without further ado, I would remind all of the presenters to state their name at the beginning of this. Don't get lost. Like, oh, I got slides, remember to say who you are. So, but I will start off with the first one with Rich Kilmer. Thank you. All right, so we all have our own emoji. This is mine, Evan chose them for us, so I'm about to start. So I am Rich Kilmer. I'm gonna be talking to you about the foundations of our community and RubyConf. You know, in the early days of Ruby, you know, as Matt's talked about, beginning of Ruby in 1993, when it started coming over to the United States, we had our Ruby talk list, which was primarily an English list. The early part of Ruby talk was still in Japanese, but a lot of it was in English. We had the Ruby application archive, which was basically an index of libraries you could download. And, but then we moved over in our first conference into Tampa. And, Tampa's conference was the first Ruby conference. It had, I believe, around 40 people there. What's that? 34 people. It coincided with Upsala, which was a total nerd conference, right? And, matter of fact, the first two years coincided with Upsala. And, people were there for Upsala, but they started, they went to this RubyConf thing. And I got to go to this. One of the things presented to us at that Ruby conference was our doc, which Dave Thomas created to help create the pickaxe book, which I had read to learn about Ruby. But what was great about that conference is we were really trying to understand what Ruby was and what it was going to be. And so the last session we had, we got into these little teams and we tried to figure out what Ruby was going to be used for. Was it going to be used to test other applications or document other applications? It was just this very interesting little thing of what would Ruby be used for? It would be to help other things. The next conference was Seattle in 2002. We decided that conferences were going to move to different cities every year and we'd never repeat them, we failed at that. But still, we'd never repeat them and we try and bounce them around. And so we went to Seattle, again, with Upsala. This is the first Ruby Central talk, or sorry, conference. So Ruby Central was formed by Chad Fowler myself, Dave Thomas and David Allen Black. We were the original directors of that. And a couple of things from this conference which were interesting is we had this guy show up, name Y, and that was his name. And he had this thing called the AML. And I loved the AML so much that I converted my project before my talk to AML. My project was on Freebase. That was the actual library name. I didn't know what Freebase was. Dave Thomas talked about Dave's vacation. What he did on his vacation, he wrote a 25,000 line Ruby system. It was an accounting system.  Then we moved over to Austin the next year. And Austin was a big year. In 2003 was a really, really big year for us. Austin, I don't believe, was an Upsala conference. So it was the first time we weren't with Upsala. This environment came over, not the Ruby application archive, but Ruby Forge. This was the first place where code could actually be uploaded and version controlled. And so our community started having shared libraries there. Jim Wyrick was one of the speakers there who introduced this concept of rake. And so rake was first introduced at this conference in 2003. This was something that Jim started writing in the morning, proving the fact that he could do it in the afternoon, demoed it. And then, not to be over-outdone, but that night, we all decided that we needed a package manager and spent the evening writing RubyGems, the first RubyGems. And we didn't have version control, we didn't have Wi-Fi, so we actually passed a USB stick around and committed code all night. And RubyGems was born. The next year was in Virginia in Chantilly, outside of DC. And this was interesting because this was the first year that Ruby Central ever had an official sponsor for anything. So the sponsorship thing, we can't really do these conferences without it, but we hadn't had it then. And the sponsorship was for the dinner. And my company happened to sponsor the dinner. So we were the first sponsors of a RubyConf. We paid for dinner for that night. There was this thing, YARV introduced there. And three years later, got committed into trunk. But it was gonna be this great new way of high-speed Ruby. And it came in, I think it was in 1.9, right? YARV was introduced. And then this Danish guy came and spoke about this framework, Ruby on Rails, and we were like, web stuff, whatever. But this ended up becoming, you know, this question of what will be the killer app for Ruby and Rails was and is still the kind of killer app for Ruby. But the community is the foundation for Ruby. The community is what we are. And certain people are no longer with us. And so I just wanna recognize that those who are here today for the first time, and those that have left us some permanently, they're all part of who we are. I just want everyone to remember that. You make this community and you are its foundation. Okay, so that's my emoji, geeky face. And I'm Nadia. I'm from London, UK. And I'm going to be speaking about community. So how you can get involved in the Ruby Central conferences and the community. I don't know when it's gonna advance to my next slide, this is fun. So, everyone enjoying the conference so far?  And for me, I didn't raise my hand for either of these things. But if it had been two years ago at RailsConf, I would have raised my hand for both of those things. So since first speaking at RailsConf in 2015, I went on to speak again in the following year. And I've also been on committee twice for RubyConf once in 2015. And again, for this conference. So, hope you're all enjoying the talks, because if not, sorry. But a year before my first speaking experience, I was not even in the tech community yet. I was learning to code in 12 weeks. And so I want to show with my story how easy it is to get stuck in straight away irrespective of your level of experience. So a lot of people who are into speaking, they come to me and they say, how did you get started? I really want to get into speaking, but I can't possibly start at somewhere like RailsConf or RubyConf because they're so big. I probably need something a lot smaller. When I say that's not true, you can get started because that's what I did. And here's the thing, we need new speakers. We've got a lot of slots to fill and it's boring if we have the same faces and the same ideas being discussed each time. So to keep us extending, to keep the conferences interesting, we need a healthy pipeline of people coming through. So what do we do? First of all, we have blind reviews on the CFP. So you could have never spoken before, nobody knows who you are. But if you submit a great idea, you have a very high chance of making the cut because we don't deselect when it becomes non-blind and go, we don't know who that person is, so no, you're not speaking. So you might think that's great, I can submit an idea and there won't be any bias towards who I am, but what do I talk about? I don't know what's interesting to the Ruby community or there are so many things or I'm not sure. Well, speaking at these conferences are a great opportunity to talk about Ruby, something you know about or something you want an opportunity to level up in, but it's also a great chance to talk about something completely different that you're interested in because we're open and interested in hearing new ideas. For example, my first talk was about game theory and the Nash bargaining solution and it was in the general track at RailsConf and I remember I'd given this lightning talk at work and my boss had come up to me and said, this was great, I wanna introduce you to my friend who's gonna encourage you and help you, encourage you to make a full length talk and so I met my boss's friend and I explained the idea to them and I was like, could this be a full length talk and they listened intently and they were like, this is great, you should submit this to RailsConf and I looked at this person and thought, they don't know what they're talking about because this is game theory and they're telling me to submit to Rails. Turns out that person was Sarah May so she didn't know what she was talking about and it's good I listened to her because I ended up speaking at RailsConf so it worked out very well for me. But what I would say is you might be thinking, that's cool if I wanna do talks but what if I don't want to speak? Are there any other ways I can get involved?  So I mentioned earlier that I've been on committee so we're always looking for new people to help select talks for us. Maybe you want to mentor a conference newbie if you've been coming regularly, we've got the Scholar Guide Program or a lightweight way to facilitate a discussion is to take part in Birds of a Feather. I remember when I was asked to be on committee I was really scared because I thought, what do I know? I've only spoken once at one of these things and I didn't even talk about Ruby or Rails but in the same way that we want new speakers we're also really open to a range of perspectives on committee, we're always looking for new people. I've been so fortunate to be able to run the Beyond Ruby track twice. So in 2015 we had talks on the game go, wrestling, math, the Mandelbrot set and this year we've had amazing talks on music board games and after this in Salon A we've got an improv workshop, I'm very excited. I hope to see you all there. So you might be thinking, okay, this is all great Nadia but I don't have a boss who knows Sarah May who's gonna hook me up and I don't know anyone who can help me so this is all well and good for you.  You've seen all the directors on stage and you know all the speakers. I'm here and we know maths is nice so when you go and speak to these people they are inevitably going to be nice to you. AJ Simmons gave a great talk yesterday about how we're a great community but we need to take it one step further and weaponize our niceness and help others by lending our privilege so if you can help people do that and you're gonna find out more about how you can do that in Alison's talk later but in the meantime I am gonna raise my hand and say come to me, I really wanna help everyone so if you've got a proposal you want someone to look at if you want me to introduce you to somebody that you really wanna meet if you want me to put your name forward for the review committee or discuss ways to get involved that can suit you I'm really, really happy to help so I hope I've shown you that this community is wonderful well, you knew that already but that the barriers to entry are low particularly if you're already here it's very easy for you to get stuck in and be a big contributor at the next conference so yeah, I hope you get stuck in, thanks. I'm waiting for my actual slide to appear. How y'all doing? Good afternoon, I'm Michael Hartle I'd like to thank Sarah May for inviting me to give this talk today it's good to be here. Ruby started in 1993 created by Yukihiro Matamoto better known as Matt's that was first publicly released in 1995 but it started in Japan and so a lot of the early discussion was in Japanese but the language itself is in English and the comments and documentation is largely in English so that gave an opportunity which was seized by Dave Thomas who wrote a book for the English speaking world called Programming Ruby but it's more affectionately known as the Pickaxe so I read the Pickaxe sometime around 2005, 2006 and then I took a Ruby on Rails course that Dave Thomas and Mike Clark taught together and that started me on a path that led through sort of a circuitous route but eventually ended up with the Ruby on Rails tutorial which I wrote, I published first in 2010 and a few years before that I had attended my first RubyConf which was in 2007 in Charlotte, North Carolina so it had already been going on for a few years since 2001 but 2007's a while ago now I think this qualifies me as an old timer it was great to go to RubyConf I'd been to RailsConf but RubyConf is different it's smaller, it's more intimate it has a different vibe and so I had a chance to get to know some of my fellow Rubyists and it was really a great opportunity and among other things I had a chance to meet Matt's and a few years after that we were doing the RubyFriends hashtag you may have seen on Twitter so Matt's came up to me and asked me if I wanted to take a picture with him so I thought, hmm, thinking emoji like do I wanna have a picture with the creator of Ruby? Like, yes I do so Matt's incredibly friendly I know he's embarrassed by Miniswan Matt's nice and so we are nice but Matt's really does set the tone for the Ruby community and I think that's a really important part of what we do here so that's how it began Ruby started mainly in Japan and the United States but over the years it's really gone global and so I'd like to talk a little bit about a lens that I have into this ongoing development and evolution a couple years ago a couple of friends and I started a company called Learn Enough which is now sort of the parent organization for the Rails tutorial and so among other things Learn Enough includes a series of introductory tutorials starting right at the foundations with the most fundamental computing skill for this sort of work which is Learn Enough command line to be dangerous and then going through a series of tutorials ending with Learn Enough Ruby to be dangerous which is currently in preparation so you see it goes into Ruby and then it leads into the Ruby on Rails tutorial which among other things is now available as part of a subscription service we call the Learn Enough Society so when we put this out there a lot of people came to us and said we wanna take your course but we can't afford it so we had students, people in the international community who maybe because of the exchange rate it was just cost prohibitive so we thought we should offer a scholarship for people and so we decided to run an experiment it was we didn't really know how to run a scholarship so we thought well what if we just put a text area on the internet what happens if you put a text area on the internet and ask people to share in confidence their story why they want a scholarship and one of the things you find out when you do this is that people are incredibly honest not only do they not abuse the privilege but they tell you about what's going on in their lives and it's really inspiring people are determined to learn now as part of this we started asking people if they were comfortable with it to share a picture of themselves in their home in their town with their computer someplace that was meaningful to them so we could put a face and a place to the name and story and we've got a great response a lot of people have shared pictures and it's important to note I think that these images you're seeing are not cherry picked these are just the last ones that have come through so this is a real cross section of people who are coming into the Ruby community it's just an incredible variety of people across the country, across the world and I think this is something that we can really be proud of in the Ruby community we've created a place where people want to be part of and I also think it's good to cultivate a sense of responsibility like what we do here has a global impact and it's good we should keep doing what we've been doing and also be inspired to keep getting better so whether you're an old timer like me or an old, old timer like Matt's or whether this is your first RubyConf welcome to the Ruby community, we're glad you're here thank you I feel underdressed with a monocle emoticon I'm gonna take this open, what? Okay, fair enough take this opening slide to tell you that I attended two funerals on Saturday it's awkward because they only intended to attend one they both had the same name just different addresses on the same street so my first day of work as a Ruby developer was at the same conference that Michael just mentioned it's RubyConf 2007 in Charlotte, North Carolina it was during that conference that I heard about the general idea that they didn't want just one really large international conference they wanted regional conferences I had the luxury of working for a company, hash rocket that to this day still values conference participation I applied for and spoke at Scotland on Rails and met Graham and Paul and Allen watched them put on a conference I said, if they can do it, I can do it so in 2010 my wife and I decided to show off in Madison, Wisconsin we set up a budget based on sponsorship and ticket sales, we had a wonderful venue we put up a registration page and waited we had a delightful event that everyone loved we also lost about $10,000 on that conference largely that's because we could afford to we couldn't really afford to but we had credit cards so conferences are exhausting and I'm trying to front load all the terrible stuff conferences are exhausting we had a pretty regular regimen of water I'd be proven water, food, water but when we went to plan the next year we realized that we had to be a little bit more careful because in the first year we accidentally scheduled the same time as Winnie City Rails as I left a scrambling for a new venue, et cetera so if you're gonna plan a conference look about a year out for a first year event six, nine months if you already know the venue really well or if the event is running like clockwork for you and don't forget that regardless of who you are it takes effort to get people to spend money on your thing people who know they want to come generally require two to three mentions before they'll buy that ticket they know they're coming, they wanna come and yet you still don't sell tickets invest in your venue, both in time selecting the venue and understanding what's included, what's not that barn might be free all you have to do is add electrical, AV, bathrooms it doesn't have to be expensive but be aware of what you're spending and if your audience isn't a group that you know well get somebody who does on your team maybe you only do open source get somebody who does it as a corporate job they're gonna have different thoughts and feelings about what's successful so low points, not raising enough money and sponsorship and ticket sales getting sick while hosting having to go to urgent care looking at your choice of clothing while going through pictures years later budget for our two track conference ran 40 to 65,000 and that includes a lot, a lot, a lot of bells and whistles another conference runs a similar event in that same venue and their conference runs about 25,000 how do I know? I asked talk to people who are putting on conferences and they'll be happy to share all the details we don't have a lot of people to share with do the math like you're gonna sell out run the revenue like nobody's gonna show up and you have to give away a lot of free tickets for people to be there your first year especially and it's not possible to put on an event like this without a lot of volunteers and help you're gonna ask your network you're gonna spend some capital do it remember nobody is above approaching to speak or sponsor at your event be prepared for the conversation we had Clyde Stubblefield who's James Brown's drummer and we got him because I went and looked at Wikipedia for famous people that lived in my town it worked try new things, keep what works if they don't, now you know try new formats, talk lengths maybe a walking conference or lazy river conference just like Kickstarter, set a goal that you know that you can achieve and then set stretch goals all right we know this much is covered all right now we had more ticket sales what how can we extend the conference if you want to et cetera just keep in mind that this is absolutely something that any of you could do and creating an event gives you the opportunity to put something new into the world meet people, affect people and after six years of running a conference that is absolutely felt I have so many people I've met and I consider friends these days that I would not otherwise so high points in putting on our events we had folks from attendees just attending a conference from India, Australia, Chile, Spain Nevins, Germany as well as all throughout the US just make sure that you set expectations reset them as you need but make sure that people always see what they expect from you and make sure that they can trust you thanks hello now it's my turn to wait for the long 15 second transition slide I'm talking about encouragement I'm Allison I'm from just outside of Washington DC any DC folks here? all right great okay this is a story about the land of Ruby a lot now you might be asking yourself what is this land of Ruby a lot sounds interesting and mysterious well the land of Ruby a lot is just like the Care Bears home care a lot how many people here know the Care Bears? okay good that's a lot of hands I was like are people gonna be like the care what? in the land of Ruby a lot there are a lot of people who care a lot about Ruby and a lot about each other in Ruby a lot you can see Aaron Patterson making puns and talking about Ruby internals Sarah May mentoring Sandy Metz encouraging us to be more confident in our abilities Matt's reminding us to be nice Adam being a welcoming face and many many others the Ruby community is filled with people who are supportive, encouraging and inclusive who actually want to see others succeed and grow after all Matt's is nice and so we are nice my first experience in the land of Ruby a lot is in Miami in 2013 I was excited to be a part of the Scholar Program and lucky that I was coming to RubyConf knowing a whole bunch of DC based Rubyists about a month before the conference I got a message from one of them saying did you know that there are lightning talks in this land of Ruby a lot? You're doing one right? And every day thereafter for an entire month someone from our local group pinged me to ask if I was doing a lightning talk at first I said no I mean what could I even speak about at my first conference I wasn't a full-time developer yet but by the time that I got to Ruby a lot it was like I didn't even have to think about it sign ups were open and of course I was doing a lightning talk and it was a really great experience I felt super welcomed and encouraged it helped me start some really great conversations with lots of different people that year a few years and many conference talks later I started totally along my own little bear this is Devin's fifth tech conference he's two and a half and I was asked to be on the RailsConf program committee and going through every proposal I really tried my hardest to help folks shape theirs give feedback when possible encourage new folks to submit conference talks because as Nadia said it's important that we continue to hear from new voices in the community in addition to the ones that we know and love in helping to organize RailsConf I saw that the role was not only helping to craft an interesting conference that people would attend but also when people entered this land of Ruby a lot they felt welcomed and included and that last piece though that isn't up to the conference organizers that last piece is up to every individual that's here so as you end your experience in this wonderful land of Ruby a lot before you head home I encourage you all to take three steps first reach out to someone to reach out to someone to encourage them to do something that they might not otherwise do whether this is walking up to someone they wanna meet to say hi attending a talk that they think might be over their head or telling lightning talk speakers that their talk was really great second find the folks who are different than you are who have a different perspective and say hi there are lots of different perspectives here there are people who come to the industry from traditional backgrounds and from non-traditional ones or those who have really varied experiences in the industry you never know what you're going to learn when you start talking to someone new and third make sure that the others around you feel included leave space if you're talking in a group or in a circle so that others can join welcome people who might stand next to you or sit next to you say hi to somebody who's standing alone how many people here feel like they've accomplished at least one of those three things at this conference so far okay good I could have my hands I hope that by the end of the day you can all raise your hands knowing that you helped build this community that you said or did something encouraging to help boost someone else up because RubyConf and the land of Ruby a lot doesn't just happen it's imagined, it's created and it's built by all of us thank you here's some various places on the internet where you can find me I also want to mention that I work at Collective Idea which is an awesome consultancy and you should come and talk to me about working with us and have a great remainder of your conference thank you


All right. We head into the next session, which is a special session. Now, this next session puts the spotlight on decoding artificial intelligence and machine learning in the context of marketing. Now, adaptive marketing is personalized. Adaptive marketing is segmented. Adaptive marketing is customer first. And adaptive marketing allows for flexible customer journeys. Adaptive marketing is also data-driven. But it does need that human insight. We at the Contlay, we are big proponents of sending the right message to the right customer at the right time. And that is why we've slotted this most insightful session next for you. Ladies and gentlemen, I'm privileged to welcome on stage our next speaker, Ashutosh Srivastava. Now, he is chairman and CEO of Asia, Middle East, Africa, and Russia, and CIS, Mindshare. He's the man who set up Mindshare India in the year 2001. And we are waiting to hear from you. It's all yours from here. Can you hear me? Yeah. Privileged to be back. I remember when I left, in fact, had done this exactly 13 years ago. Thank you, Anurag, for inviting me back here. What I thought I'd do is, after Tamara has spoken about how artificial intelligence drives creativity, is to look at it from another angle, which is to see how we can use artificial intelligence to find the right people at the right time, and the right place, and the right platform, and create engagement in a way which works for the brand. So that's the angle at which I'm going to take you through. I have a few examples, which I thought would be useful to share. There is a lot of work which is happening in this field. And it's obviously a lot of developments which are currently driving brands to experiment and get on with it. So let me begin. As you can see, the title of this session I have put as humans versus machine. Because a lot is said these days about how artificial intelligence is going to take over all the things that all of us do in this group. And therefore, all we need to do is put certain things inside a machine, and it all comes out, and we can all go and retire and live lives of peace and happiness. The way we look at it is certainly in our lifetime. If you ask people, the way technology is progressing, it's probably going to certainly not in a lifetime have machines replace the tasks that we do. You saw some of the examples of what artificial intelligence can do when it comes to driving creativity with Samara. But in essence, the way we look at it is this is a way of powering human intelligence to do even better, to amplify human intelligence, to be able to do things which otherwise are not easy to do, and making it all happen. So before I take you through the session, I thought it would be good if I can get everyone in the room given we have such a diverse audience on the same page as to what we mean by terms like artificial intelligence, machine learning, you heard about algorithms. So I'll spend a couple of minutes just getting everyone on the same page, and then we'll see how we apply some of these things to find the consumers that the brands want to target and how to engage them effectively and to know whether it is working or not in terms of delivering the results. So that's the point I was raising earlier, that the task with which we apply it is to find, make sure that the right message goes to the right people at the right time and the right place and the right platform, and it works for the brand. So these are the three buzz words which everyone talks about these days. Let's quickly just scan through what we mean by them, and therefore how do we apply it. So let's pick up the term. So machine learning, Samara briefly talked about how machine learning is applied, and I'll show you an example in the session. It's essentially reading complex patterns from data, and you can either supervise the machine learning to do a task which you want. So for instance, in the media world, it may be how much should I bid for an impression on which I'm going to place an ad, right? Or it can be unsupervised. There are lots of people who are clicking on my ad. Can I find something in common amongst all of them? You know what we call finding people and building profiles and segments of different types of consumers? Or it can even be reinforced.  How does it build a playlist? It plays you a song and tells you, do you like it or not? So that's how the machine learns your taste and starts curating the music to the kind of things that you like. So all this is learning from data, reading the patterns from data in different ways, and then applying that to simplify some tasks. Let's look at the world of algorithm. I mean, if you deconstruct what it is in simple terms, it's simply a set of rules, a mathematical equation. You tell it something and it gives you the output. But if you start training it with a whole lot of data, exactly like the example I gave you on Spotify or Samara, start training it with data, then it starts to predict because it is learning things about you. It's learning behavior. So it starts to build certain models. So that's why a trained algorithm is a model. And the more of these kind of things we use to take decisions which we as humans take, a whole lot of machine learning comes together and it allows us, therefore, to apply what we call artificial intelligence to take certain decisions which are assisted, decode the data, read the patterns, apply rules, and build some prediction. If I do X, the output should be Y. It's really the application of artificial intelligence that we are talking about in today's context. Of course, it will evolve as we go along, but largely the cases that you will see in the session which I'm doing are around that kind of application of AI. So to summarize, looking at reading patterns and being able to make certain predictions and therefore making your job easy to take the right decisions from a marketing perspective for the brand which will result in a certain consumer response is what this is about. Okay? Now the thing is, if you look at algorithms, there's a whole marketplace out there where people write rules. You can pick it off them, but you cannot make it work for you unless you use your own data from your own business. And you've got the talent which understands marketing to tell it what to look for. What makes a difference? Because algorithms can be written by any mathematician, any student, but it's your data in your business and the people who bring the experience to that algorithm which make it useful for you. And the examples which you will see are really where the differentiation is created by the talent and the data which has got something useful to come out of it. So one of the companies that we are working with as a partner in this 24 by 7 AI, it's basically specialized in application of AI in terms of doing better search and also in terms of personalizing, marketing brand messages at scale. These are the two areas which we work with them on. They've simply worked with us to create a framework when you start thinking about how you're going to apply these things. So understanding the customer journey, anticipating what the intent is, creating engaging experiences and then the outcomes which are there. How do you optimize for that? So there's application of AI in each of these areas and in order to make sure that this is done on scale from the marketer, brand and agency point of view, creating capabilities in each of these three areas. So being able to target, finding the right people at the right place at the right moment, make sure that the right message is coming at the right time in the right place on the platforms that you use and the ability to optimize in real time because how many of us sitting in this room as brand marketers, we sit with a team and we figure out, okay, in this campaign over the next one month these are the set of things we will do and then at the end of that period we will see whether it worked or not. But the real benefit of AI application in this is that you can decide every second of the duration of the campaign, the decisions that you need to be taking to get better results. So it's about the ability to take those decisions in real time and change the outcomes where the real benefit of AI starts to kick in. So going back to what Tamara had said earlier, looking at the human angle of this entire thing which is people, their experience and what they bring to the table to innovate and to be creative. And it's using the power of the machines to read all the data and the patterns to be able to assist you in doing things. Bringing the two together, stop working, bringing the two together, we start to create magic. So I'm going to show you an example here of a brand which doesn't want to be named. It's an example from Thailand which we did recently. So we looked at all the consumer moments at which this brand can be consumed. And we figured out through all that data that there are almost 7,000 different moments where right place, right time, where the brand can be consumed, where the brand can be triggered to be consumed. So imagine running a campaign where you've got 7,000 different messages matched to triggering consumption to consumers at any point in time, right? That level of personalization. Let's look at how this was done. Can you play the video please? BrandX wanted to connect its brand to specific meal moments in Thailand across multiple audience groups, locations and times in a programmatic campaign. To do this, we had to create a marketing strategy with 7,056 targeting and creative combinations covering 14 regions, 63 snacking moments per week, two audience segments and across both desktop and mobile in a world where nobody could manage more than 40. Human limitations when interfacing with DSP and DCA systems mean you cannot make this many inputs by hand. To address this challenge, MindShare together with YouGov, AppNexus and Givox developed a world-first AI solution called ANA. ANA uses a bespoke AI to construct an integrated media and creative algorithm that powers the operations of DSP and DCO platforms. This allows ANA to manage complexity beyond regular human capabilities. Once in flight, MindShare's fast team made previously unreachable volumes of data-driven AI optimizations. Using a high-definition media plan with over 7,000 line items and a high-definition dynamic creative insight dashboard resulting in over 3,000 optimizations, a 150-times increase in decisions made, all updating in real time. Results. 26% reduction in VCPM for desktop, 17% CPC reduction, and a 56% CTR increase. By personalizing creative, we achieved 2.5 times the CTR of an average campaign. MindShare, moving into a new era of programmable media. Can you imagine a hot summer afternoon and you're standing just near to a vending machine and that's where the consumption is triggered based on where you are, what the weather is, what your intent is because you were searching for something on a phone. Being able to do that at an individual level as a human being, possibly easy, but to think of all such possible combinations and to be able to execute this on scale is where the real application of AI starts to kick in. And suddenly it opens up so many opportunities for the brand to start engaging with people and driving these kind of results. Another example I wanted to show you, this is from one of our group companies, Axis, which has a program called Co-Pilot. Again, it's an application of artificial intelligence. So how do we find the right people? What drives certain behavior when they're exposed to brand messages? And how do we write great results? So let me just quickly take you through this example. Coming from there, it's basically applying again, artificial intelligence to drive performance. So let's look at a typical campaign. A lot of us in this room who buy, run campaigns looking at outcomes. These are a whole lot of things which we consider when we are doing a plan, which you can see on the screen. The consumer in this case is looking to buy an air ticket, right? So anyone who's planning a campaign for this is looking at all these parameters. What we are trying to do is to acquire a customer and then make them buy a ticket at a certain cost. And the objective for the brand is to try and minimize the cost at which you acquire customers and for you to acquire the targeted number of customers. So you start looking at this data. This is the outcome you're driving. So you first look at, when you're putting out that ad to make people look at you and click to start planning a journey. What are the different things which an ad has? So this is an ad you can see there, the sunny side of life. Website there, it has a whole bunch of features. So which browser was it put onto? What am I doing? Am I seeing it on a mobile phone? Am I out of home or I'm inside my study or at the office? What technology is being used? What time of day is it? A whole lot of features that go in, a whole lot of inputs which we look at. However, all of these things are not necessarily equally important, right? So when do I plan to buy tickets? Is it in the morning, in the afternoon or in the evening? No two people do this alike. The idea is to find you at a time when you're interested in booking a ticket. What machine or what device are you using? Where are you at this point in time? What is working and what is not working? Again, based on machine learning, what kind of message is going to attract me to start looking at you? So we distilled all that down, again, application of this machine learning into a whole number of things which we look at. These are the features which will drive the outcome. But some of them are more effective at driving people to buy tickets, some are less. So how do we find out which are more important? Because those are the ones that we are going to focus on. So broadly, there were four, which ad exchange are you buying your ad on? What's the size of the creative message that is appearing? What device are you looking at? And at what time of day are you watching this ad? This is going to trigger the sale of the ticket. So the data was reduced, clustered into these four, and even amongst these, some were more effective than the others. So again, the intelligence started to cluster them. So as you can see, there are some which are more important than the others at driving the sale of the ticket. These are grouped together. The next thing was, so what is more important? What is more likely to result in a sale? We started assigning some weights. Again, the machine started assigning some weights to the action. So as you can see, there are some in red. These are not as effective. There are others in blue which are driving the result far more effectively. Armed with this information, that's how the whole ad buying happens at this stage. So again, look at two scenarios. So as a media planner, I would know from the data, which I can digest, the ad on the left is someone who's sitting in front of a computer looking at Expedia, planning a journey obviously. So you are more likely to find such a customer. On the right, on the other side of the screen is someone looking at a mobile phone, reading the news on the BBC. And intuitively you would know that probably lesser likelihood for someone to click and buy a ticket. This is something I can probably sit in the office and do. But there are zillions of such combinations of occasions, place, devices, time of day, intent which all come together to decide whether the action is going to be done or not. So how do we make sure that we find all such occasions? So when the campaigns are bought, you obviously start putting money into each of these scenarios. You put more money in the scenario which you know intuitively will work for you. And you see, you put in some money in the other scenario to see what kind of result that's generating the machine learns. And it starts to tell you what you should be buying based on this kind of input. So there are lots of such scenarios, like I said. So again, as a media planner, I could probably think of two or three or five such scenarios, but the machine has mapped out hundreds and thousands of such scenarios and it started to buy ads in all of them and it started to track them. And what it's finding is, can you click this? Can you click it, we'll play the video, not playing? Okay, so what the machine has done is it's digested all the data, and it figured out the scenarios in which you are going to get the best results and immediately your cost per acquisition starts to come down. So which is the net result? Is the tickets are sold in the quantities that you wanted and they are at a price which is below your targeted acquisition price. So it's applying step by step machine learning and each time you're on this campaign, it learns a little bit more about what works and what doesn't work. And it looks at all those millions of scenarios and that's how it moves you to the next level. So an interesting example of how we can apply all of these. Another example which I wanted to show you, this is very much from here. Now how many people in this room who have kids who are below 13 years of age? Quite a lot. How many of these are on Facebook? Kids 13 and below who are on social media, Facebook? Or who are pestering there, you say, everyone, right? Does Facebook allow people at 13 years and below to register as on them? No, they have a policy, right? So if you as a brand are targeting kids, it becomes very, very difficult to find out because those of you who had kids who registered, typically they fake their age or they build a fake profile. Very difficult to find out and identify such people. So how do you find out such kids to target? So in this case, the brand, which is Boost from GSK, what it did is it went and firstly we figured that the best environment in which you could find some kids is games on mobile. So again, a proprietary machine learning algorithm was applied to figure out whether the people who are playing those games are really kids or not and who are the people who are the kids? Who are the people who are adults? And then to be able to target the kids with the message. So have a quick look at this video. Boost fueled its growth by high brand preference and best of power among kids with communication focused on taste and sports celebrities. However, in 2016, they faced an issue of declining brand preference. To build a stronger connect with the TG, we looked for insight from a kid's perspective. We got it in karate kid. Children no longer consider celebrities as demigods, but more as friends or mentors. What if a Virat Kohli became their friend instead of a larger than life celeb? With this in mind, Boost created three long format digital videos showing Virat coaching Rahul. Digital was the chosen media to disseminate these videos. Send me your videos at boostenergy.com and practice with me. The challenge was how to reach the kids as they surfed the internet in a disguised form. Our research showed that mobile was the first screen for kids and gaming the perfect way to reach out to them. But how do we separate kids from adults on gaming apps? Mobile gaming ad network pocket came on board and identified kids using their machine learning classification algorithm. The technology first identified kids using contextual relevance. The data was then vetted with analytics and repeat content consumption monitoring from audience platforms. We took user initiated video inventory on their mobile gaming apps to reach our TG. The core campaign was layered with presence on cricket influencer destinations. Virat Kohli released the teaser on Facebook to kickstart the campaign, followed by the first video the next day, which was picked up by cricket influencers. The results were phenomenal. Driving 18 million video views, the core campaign reached 6 million unique users. 10 million of the views were complete views. An achievement considering that most of the inventory was user initiated or skippable. There was a 7% lift in consideration among respondents. The ad received a high recall value at 86% and the brand registration stood strong at 62%. Impact was seen on the brand's performance. Pulse the activity boost registered a 2.2% increase in market share. With an 84% consideration top box score, the brand equity was at the highest levels. Right, so again, intuitive and things which you'd obviously do, but again, using the data and the technology to be able to then fine tune and target kids with this message as a whole new set of results coming in because of the ability by using machine learning to be able to target all your effort at kids like that. Here's another example. This is for Hilton. So again, when you as a consumer start doing this, how do you experience the technology? This is an example from there again from our partners at 24AI. So let's look at, let's say I want to book a room at the Hilton and this is now the machine learning algorithm working in the background for you. See how it unfolds for you. So I go to the website, I look at the city, I type it in, so let's say I'm looking for a room in London and there are certain dates which I'm going to go ahead and book for, so it goes, I go and click on the dates on which I want to share this event. What will it do? It starts throwing me options where I can stay, right? All of us have done these bookings before. So we start scrolling and looking at the prices for all the hotel rooms and what it looks. So it looks like an attractive rate and a good option in a room here. Come back to the site. I'm searching for more information at this stage. Already the model is saying that now there's a higher likelihood of this person to convert. So what is it doing next? Why don't you become a member and therefore I'll drop the price for you and I'll give you a really attractive lead. So I go there, I start entering as a consumer. I want to compare it with what the rate would be if I were not a member, right? And you can see that the model now thinks that you are more likely to go ahead. So let me quickly pop up a virtual assistant for you and convert because you've now become a hot lead. So the machine learning is working in the background.  That's how you're experiencing it at the front end. Okay, one last example before I wind up. So all these examples you've seen so far is about brands applying it to campaigns in different forms by basically simplifying the data using algorithms which have been trained between learning and therefore large scale application of AI. There is another application of that and this is both in deciding the media as well as driving the creativity, which is churning vast amounts of data to create insights. Some of these insights are even used as a business application to see whether the brand is doing well or not. So I was going to show you this example of a tool which we developed for again in India for Hindustan Unilever. Let's have a quick look at that video. Introducing Purple, mind shares revolutionary decision making product powered by predictive analytics and artificial intelligence. Purple has four key modules each addressing recurring pain points that brands face. One, the media mart or the data layer. Two, autoleses or automatic insights. Three, the predictive simulator and four, voice enablement. Let's start with the media mart. Data across sales, brand track, media and macroeconomic factors lie in unbreakable silos and in varying formats and nomenclature. It takes analysts as much as three to four weeks to extract relevant data from different systems and bring them into common denomination for meaningful analysis. The media mart addresses this pain point and is the bedrock data layer of Purple. Extract, transform, load, routines enable consolidation of slow-moving data dimensions like sales to real-time data scrapping from social media. The media mart is the standardized single-view data destination for all possible data that could be required for any brand analysis. Coming to autoleses, brands often react after the hazard has stricken. It's often a post-mortem and seldom preemption of the hazard. Autoleses enables critical data visualization with AI-driven automatic insights and trigger rules. It comprises of a powerfully visualized early warning signaling system for metrics that matter. Autoleses enables proactively spot micro markets where key metrics have significantly dropped and highlights flow movements in these metrics. This warming mechanism flags volatility in investment variables at TV channel and print publication level as well. Autoleses also helps understand the strength of cause and effect relationship between 100 plus variables at the click of a button. And last but not the least, all of this bundled into an AI-fuelled autoleses report which enables prompt root cause analysis within minutes. The predictive simulator is at the heart of Purple. Powered by self-learning predictive algorithms, Purple predicts the impact of own and competition media on outcome metrics. The predictive simulator is a handy tool for planners who can assess the impact of their media plan and make prompt corrections on the go. Yes, Purple also talks. There'll be about a hand on these things. Sure, getting numbers for you. Here is a graph containing info. While HUL has grown by only 7%, your competition to be has grown by almost 27%. Hope this was useful. The technology queries the underlying data tables, joins the dots and leverages natural language processing algorithms to articulate the solution in English. Now we have Purple at work, crunching terabytes of data across multiple disjoint platforms, flagging business hazards and prescribing media solutions at the click of a button. We had a genuine business problem to solve on Vaseline. We had seen that spawned for Vaseline had dropped in the previous winter season and we actually wanted to identify what is that variable that is leading to this decline. And that's where Mindshear's Purple came in handy. It used multiple data points to check and analyze what exactly is the root cause of this issue on why spawned is falling on Vaseline. So it came up with a very clear set of recommendations on where we should be investing our media monies so that spawned comes back. We implemented our plans in winter of 2017 basis recommendations of Purple and we actually saw spawned come back sharply. Purple, a truly transformational problem. Right, so again application of vast amounts of data being churned here to analyze your business results to do real-time planning. Things which we wouldn't have even thought of a few years ago is all made possible by the application of AI. Digesting all that data and converting it into insights whether it is to understand who the customers are going to be, what is it that is going to make them change their behavior, fuel the creativity and also decide how you're going to expose those messages and how you're going to create that engagement using vast amounts of information. And this is I think just the beginning of this whole change or this turn in terms of deployment. So the way we go about doing it, at least the example which I can share with you the way our own community is doing it here is step by step doing a whole lot of small pilots capturing that learning and making it bigger and bigger. But a few things which I'll just leave behind as thoughts is one is that the data and the tech that we use, the platform needs to be consistent.  So different applications, so these are all trained algorithms which are developed and left on that platform for the planners to use, whether they're generating insights to create the communication or whether they're generating insights to see where to place that communication to engage people. And again, when you apply it first, you see big changes and then it's all about learning and incremental changes and therefore consolidating on that. So that's how it works. So we use a platform called Domino. Again, for the tech people inside this room, you'd be familiar with it, it's basically a place where you can standardize creation of machine learning algorithms, putting them literally onto an application store. So here's an example of some of the trained algorithms that we've started using and planning to decide which channel or which platform is generating more results than the others. There's a number of such applications which are already in play. And again, a change in mindset at the end of the day because when you work with such vast amounts of data, suddenly planning for a campaign to planning always on becomes possible because you're monitoring changes in behavior and impact as you're running your marketing campaign. Creating collective intelligence. You saw a number of different algorithms and applications that are used. So how do I use all that? And enabling constant iteration. There is no one right answer. As you run the campaign, you start seeing results with technology and the AI enables you to constantly iterate and make it bigger. In fact, recently, anything is possible. Just last month, we worked with Google. We just went and bought, let's say, a whole year of cricket data, all the footage. And Google and us worked with image recognition software to map out from the ICC. Last 12 months of all the cricket match data with a view to what? To predict when the next wicket will fall because a lot of our brands, Pepsi and many others use cricket very heavily and having contextual messages at the right time means that can I make sense of the data to predict when is the next big action going to happen and therefore can I come out quickly and therefore put in a message to generate the result?  And the first match we applied to, we got nine of the 10 wickets which fell right a few minutes before the wickets fell. It's as big news not just for the brand marketers but also for the betting industry, I must say. But that is the real power of AI. It's able to make sense of all that data and the technology exists to digest all that information and start harnessing it to that kind of effect for the brand. So that's really the future of where we are going to do. It's bringing the power of AI and human intelligence together to make things like this happen. So I hope you found this session interesting. Thank you very much.


Mae'n gweithio gyd, gweithio'n gweithio'r cyffredinol, mae'n gweithio lle'n gweithio'r llyfr, ond yw'r gweithio yn fwyfawr. Mae'n fwyfawr i gweithio'n gweithio, ac yn gweithio'n gweithio, gweithio'r gweithio'r Seneddur Elain Conway-Moe. Mae'n gweithio'r gweithio'r gweithio'r gweithio'r Seneddur yn y 1rhaeddoedd. iawn beth am y mae gen i'r llwyddon ar y Ffarslliaeth Ffarssu ac yna arwain y Chyffyngrif Nad oedd ymgyrch yn Gymru i Seftember 2018. Efallai, yn y Cymraeg mũ oedd y Num yr Rheon Menysgr café'r rhagor i'r rhagor o'r llwyddon yn y rhai. Mae'r rhagor i'r rhagor yn gweithio'r ddiwedd gyfan arweithwyr bwysig gan ynddod yn yr Llyfr Gweithglusiol a chynnal i'r rhagor yn Gweithwyr I rhi'r rhagor yn y rhagor i'r rhagor i'r rhagor. will be familiar in that context to a number of people here. She has a master philosophy from Trinity College Dublin and a degree in management from Ulster University. So it's quite hard to find anybody who is so well rounded in Irish, an experience of Irish history. She was also President of the Democratic Association of French Citizens abroad in Ireland a sicrhau mewn bwysig iawn y ffordd. Mae'n unedig ffroffesor ac yn ymddiolion Llangwyr dros dechreu y DIT, Yw'r Dweud yw'r Fylo. Felly mae'r ffroffaeth ymddir yw'r ffroffaeth ymddir ymddir yw'r ffordd yn cyfnodol, mae'r gweithio ynghylch yn ysgolwch. Mae'r gweithio ymddir yw'r gweithio ymddir yw'r gweithio Foundations himself, where you will have to have in this very foundation since October 2015. There are a number of others of easily even as I could give you but for the long time we would be here. She will speak to you on a subject of considerable interest or also certain amount of confusion to people interested in this area of EU and European affairs, a European defence, the challenge of strategic autonomy. Mae'r ddod yn eu cyfnod y byddwch a chyma o'r ddod yng nghydfyrdd gyda'r ffrangosol a'r collig, sydd yn ddod i'r ddod, ym mwyaf o'r ddod, a'r ddod i'r ddod i'r ddod i'r ddod i ymmwysg wyf. A'r ddod i'r ddod ymddangos, mae'n fawr i ni'n ddod i'r ddod o'r ddodion o'r ddod, o'r ddod i'r ddod i'r ddod i'r ddod i'r ddod i'r ddod i'r ddod. The Strategic Autonomy is a subject of considerable interest because very few people as you make a point understand what is meant by the Strategic Autonomy. It's used very frequently in European discourse with European defence on the EU of Defence for the EU. Lots of various interpretations are floating around there, and even as recently as Ursula von der Lyon's address to the European Parliament, she was also speaking about that we need to move towards the European Defence Union. Strategic autonomy I think also causes certain concern and fear because much of it I think has developed in recent years as a result of the US reluctance to or on a certain difficulties with NATO and member states who rely very heavily on NATO make the point that strategic autonomy may indeed challenge NATO and lead to a US pull out of Europe which is not in most people's interest, certainly not the European Defence Union. So we really await your study and your address. The address will be on the record or the vice president and afterwards we will have a question and answers which will be on the basis of Chatham House rules which is that you can indicate you can avail of the knowledge but not to indicate where it came from or the person involved and I would ask you if you could turn off your phones if they're not already turned off but you can feel free to treat under IIEA. So the floor is yours, Madam Vice President and we look forward. That would be nice to me as well. It's all right if yours goes off. I know it's not anybody else's. So please. Well thank you very much. Thank you very much for the invitation. It's a real pleasure for me to be back to Dublin but to be back to the Institute where I had a great pleasure and privilege to work with people such as Brendan Halligan and Jill Donahoe. So that is the personal note to say that I'm back to see all friends and known faces but I'm not going to mention them all except maybe for Tony as that may take up all my speaking time. To tell you also that I'm very honoured to present to you the work that I have carried out with my co-reporter over a six-month period in the Senate. We take time to work. That brought us to seven European capital cities. Now they all deserve the force to be visited but in six months that was quite difficult especially because this report was on top of the daily parliamentary work that we were doing and we had over a hundred hearings which led us to the very modest number of 12 proposals but we chose to concentrate on what we felt could be implemented rather than attempting to provide a prospective analysis and we're pleased to see that our number two proposal is already implemented with the creation of a general directorate for defence and space that will oversee the new European defence point. We also felt that defence ought to be treated at the political level and deserved to appear not simply as a subdivision of foreign affairs but be considered as an entity of its own. We're pleased to see that one of the new commissioners portfolio includes defence and that the parliament has a subcommittee for defence. We're still of course 11 proposals to go but I think this is a good start. What we wanted basically was to help raise the profile of defence issues within the institutions. The report was adopted on the 3rd of July and in our ambition to share it it was made available in English and in French and we translated it in the languages of all the visited countries. So I have brought with me and the ambassador has the bag beside him a few copies of the report and the resume that was made of it but when embarking on our work we were surprised by the very large number of reports and studies of very high quality published proof that there was a growing interest in the topic particularly in France but to be useful we had to bring something new and we attempted to be novel both in the approach and in our conclusions. We adopted the listening mode which surprised most of our interlocutors more used to France proposing if not imposing. We therefore set off to test the motivation of our European partners in the building of a European defence to ascertain their relationship with NATO and gather their threat analysis. When preparing this talk I felt that it was important to take into account that there was addressing an audience on a politically sensitive subject in fact doubly sensitive as where we will be talking about European defence and strategic autonomy and I'm perfectly conscious that the topic may not be central to public debate in Ireland but it will be difficult to be otherwise in a neutral non-aligned country but in international relations if neutrality is a means to avoid becoming involved in other states wars it comes with two main obligations to provide credible defence against any belligerant and the second obligation is to adopt a position of impartiality between them. It therefore implies giving oneself the means to protect and defend one's neutrality and therefore having some interest in military matters as it is obviously the case if you're here today but it is also the case with Ireland's long-term involvement in peacekeeping missions which is another very good example and missions that are highly regarded everywhere and commanded. In the time that I have I would like to cover three points and leave time then to the questions and the debate. From our hearings abroad and coverage of the large literature I was referring to we drew three groups of countries taking into account their public opinion as well as their official position not always necessarily being in line. The first group I will call a tentlicist. It wants the EU to avoid taking over the responsibilities of NATO not duplicating the alliance's activities. It would like the EU to focus mainly on crisis management. It is concentrated on a threat coming essentially from Russia. This was increased of course by the annexation of Crimea, the intervention in Ukraine and the constant show of force around all the borders of Europe through an air and naval presence to which maybe we could add its disinformation and cyber attack activities. This group includes mainly countries on the east and northern part of Europe as well as the United Kingdom especially following the Scripall affair. These countries view a continued American presence in Europe essential and are deeply disturbed in periods of tension between the two continents. The second group believes in strengthening European decision making capabilities and geopolitical influence without questioning the current role of NATO in the protection of the continent. It believes in strengthening European countries' credibility as security actors and eventually allies who can take up the fair share of collective defence. This group is focused on terrorist threat coming from the south. It includes mainly countries in southern Europe including France. The third group of countries considers that they are not under any threat. This is the case of Austria for instance and I would think Ireland. It is due to their strategically secure geographical location this goes for Ireland and to their history for others. It is therefore crucial to take into account these divergent positions and also urgent to overcome these divisions if we are to move forward as a collective. We must pay careful attention to the needs of all our partners to be as inclusive as possible if we want to secure their involvement. The second major point I would like to cover is the relationship between the EU and NATO. A series of declarations by the American president about the use of NATO even questioning its very existence and threatening to pull out of it on a few occasions followed by his revisiting of the activation of article 5 of the Treaty of Washington taking at the time Montenegro as the example of a country that the US would not protect have sent a tremor of fear through northern and eastern Europe and Poland in particular. Part of Europe believes that we are facing an openly hostile US president that has gone as far as declaring the EU to be a foe. The deterioration of the transatlantic relationship has pushed Europeans into an existential crisis. The rise of an interventionist Russia and an inquisitively assertive China are adding to the growing anxiety in some parts of Europe. While it seems obvious that economic concerns motivate US criticism of European efforts starting with the long standing burden sharing of our security and the equally long standing criticism of our lack of financial efforts in the matter some countries prefer to appease the US by investing massively in the purchase of American army equipment and I discovered that the EU is actually the largest market for the US sales of army equipment well before the Middle East and thus weakening the possibility of a European capabilities integration. Poland is even going as far as proposing to build a fort trump. Thus the opposition of these countries to anything that may antagonize the Americans most reject the concept of strategic autonomy which remains unclear and contentious and should not be used lightly. We observed that many misunderstandings arise from linguistic and semantic differences as most political leaders today express themselves on international issues primarily addressing their own people. They need to be aware that their speeches may have detrimental consequences abroad. Our own president Emmanuel Macron freely uses the term of strategic autonomy which in France doesn't cause any problem because everybody has the same understanding of it but we noticed that in a last speech that he made he talked about strategic responsibilities which obviously has a different meaning. Yes we live in the world where information is now shared globally instantly and without being controlled this is why for example we immediately with my co-reporter discarded the concept of a European army which to us is both utopian and a counterproductive project when we noted the concern of our partners. Most actually regard strategic autonomy as a move towards strategic independence from the US and here I think we reached the core of the problem with so far an old win for the US who succeeds in dividing the Europeans. Under the cover of NATO it is the bilateral relationship with the US that is in question. The increasingly tense relationship between Berlin and Washington with Donald Trump openly condemning Germany has led the German media and public to recently consider a shared strategic culture with a more efficient spending and interoperability in national defence capabilities as a way to prepare for a future in which the US may be less engaged with Europe than it is now and here is where German views coincide with the current French thinking. For the past few decades we have all lived in denial of the growing lack of interest for Europe from a strategic point of view for the US whose attention is now concentrating more on China. At the same time, en même temps that's a new French talk because we kept considering that we were the American's prime ally European countries did not provide for their own defence with the exception of the UK and France and even in these countries their defence budget decreased over time to be stabilised in France for the first time in 2015 and the defence budgets were used in most countries up to a few years ago to provide funds for other more pressing needs in the national budgets. Nevertheless a lot of projects actually exist in Europe and work well. Most have been set up on a bilateral basis. Other cooperation agreements that involved between two to ten states fall under what we call mini-lateralism. However, most remain unknown to the majority of European citizens maybe because it is not happening in the shape of a formal master plan but in a form of a progressive cumulative and multifaceted developments. We collectively I think suffer in Europe from being prone to concentrating on our weaknesses rather than our strengths. Now we'd like to say a few words about the UK which may be of interest to you as we visit them to us as well as we visited London and we met many British delegations in Paris. In fact I think we have never had so many visits in Paris and paid them so many visits and this is in line with what director of the European Defence Agency told us in Brussels when we were there for the 48 hours that brought us to all the other cities he said that he was quite impressed by the renewed interest for European projects by Britain since voting for Brexit. First of all from these various meetings I would say that the UK views European strategic autonomy as a contentious goal which may be linked to the current confusion about Brexit and the country's future role in Europe. It appears to welcome the strengthening of military capabilities only if it can contribute more to NATO but does not support member states growing closer to one another if it is to be excluded from defence projects as a future non-EU member. The current debate about allowing third countries having access to the new European defence fund was initially about ensuring the participation of British companies in future defence innovation and development plans. It now has opened a row with our American friends who also want to have access to the fund, contributed exclusively and for the first time such a fund exists by European taxpayers money. Because of its historical partnership with the US Britain appears to fear any weakening of the transatlantic alliance but the current Trump's administration on clear and unpredictable position aggravates their own. As regard Brexit we believe that we need to put in place whether the UK leaves with or without an agreement a solid future cooperation agreement. One of the possible consequences of Brexit may be the negative economic impact on the defence budget already under severe financial pressure in Britain. The British government may then favour to remain attached to PESCO to the CSDP missions and to the European defence agency by continuing their active participation in various projects. France would like to see the UK anchored to the European continent as they may be leaving us but geographically they are not moving anywhere. They remain one of our closest partner both in operational and industrial defence cooperation. The third point I would like to make is about the growing awareness that we need to build our confidence and be strong enough to resist being drawn into a potential new conflict which will not be ours. The increasing diplomatic tensions between the US and China is of great concern to us. It started suddenly and in a very brutal manner with the commercial war in line I suppose with President Trump's way of doing business but I am convinced that any other American president would have reacted equally maybe in a different fashion but equally to the challenge of the current American world leadership China is now openly contesting. In the Iraq war France was able to stand up and refused to follow the US but it now doubts that it would be able to do the same on such an issue if it were to arise. Likewise much broader issues such as the new hybrid wars or the militarisation of space need European responses. We believe that no country on its own can face up to them alone. As the US appears to be changing its view on alliances and rule based multilateralism there is a growing belief that Europe up to take a stronger geopolitical role and support programmes such as the permanent structured cooperation, the European defence fund and the European intervention initiative which now has 13 members I think from last week having been launched only last year. France remains the leading proponent of European strategic autonomy as it sees it as a continuation of its concept of national strategic autonomy. This explains why President Macron speaks freely of European sovereignty as part of what he calls a Europe that protects. ESA that's European strategic autonomy for France is based on freedom of decision making and autonomy of action in conducting operations. It proposed the European intervention initiative to enable participating countries to develop a strategic culture by working on potential operational scenarios. For France, European strategic autonomy is compatible with NATO and is not about strategic independence. It is about the continent being simply capable of ensuring the protection of its security interests and to conclude I will say that our fast changing and unpredictable world forces us to act and to act now not just for the environment but for our security and security of our citizens. With the main powers namely the US and China in a leadership race and Russia wanting to assert its place again on the international scene Europe could end up being the playing ground of these powers or it can decide to be strong enough to remain independent and have the means to defend its sovereignty in the same way as one has to defend one's neutrality. The question of its security has been central to its conception whether our governments make it a priority or not will determine our future role in the world we're all aware that we are at a turning point the question is being asked and we simply need to choose the answer we're going to give and I thank you for your attention.


We continue today with Chapter 25 The Justice of Heaven What can it be but arrogance to think your little errors cannot be undone by Heaven's justice? And what could this mean except that there are sins and not mistakes, forever uncorrectable, and to be met with vengeance, not with justice? Are you willing to be released from all effects of sin? You cannot answer this until you see all that the answer must entail. For if you answer yes, it means you will forgo all values of this world in favor of the peace of Heaven. Not one sin would you retain, and not one doubt that this is possible will you hold dear that sin be kept in place. You mean that the truth has greater value now than all illusions. And you recognize that truth must be revealed to you because you know not what it is. To give reluctantly is not to gain the gift because you are reluctant to accept it. It is safe for you until reluctance to receive it disappears. You are willing? It be given you. God's justice warrants gratitude, not fear. Nothing you give is lost to you or anyone but cherished and preserved in Heaven, where all of the treasures given to God's Son are kept for Him, and offered anyone who but holds out his hand in willingness they be received. Nor is the treasure less as it is given out, each gift but adds to the supply. For God is fair. He does not fight against His Son's reluctance to perceive salvation as a gift from Him. Yet would His justice not be satisfied until it is received by everyone? Be certain any answer to a problem the Holy Spirit solves will always be one in which no one loses. And this must be true because He asks no sacrifice of anyone. An answer which demands the slightest loss to anyone has not resolved the problem, but has added to it and made it greater, harder to resolve and more unfair. It is impossible that the Holy Spirit could see unfairness as a resolution. To Him what is unfair must be corrected because it is unfair. And every error is a perception in which one, at least, is seen unfairly. Thus is justice not accorded to the Son of God. When anyone is seen as losing, he has been condemned, and punishment becomes his due instead of justice. The sight of innocence makes punishment impossible and justice sure. The Holy Spirit's perception leaves no ground for an attack. Only a loss could justify attack and loss of any kind he cannot see. The world solves problems in another way. It sees a resolution as a state in which it is decided who shall win and who shall lose, how much the one shall take and how much can the loser still defend. Yet does the problem still remain unsolved, for only justice can set up a state in which there is no loser, no one left unfairly treated and deprived, and thus with grounds for vengeance. Problem-solving cannot be vengeance, which at best can bring another problem added to the first in which the murder is not obvious. The Holy Spirit's problem-solving is the way in which the problem ends. It has been solved because it has been met with justice. Until it has, it will recur because it has not yet been solved. The principle that justice means no one can lose is crucial to this course. For miracles depend on justice, not as it is seen through this world's eyes, but as God knows it and as acknowledged is reflected in the sight the Holy Spirit gives. No one deserves to lose, and what would be unjust to him cannot occur. Healing must be for everyone, because he does not merit an attack of any kind. What order can there be in miracles unless someone deserves to suffer more and others less? And is this justice to the Holy Innocent? A miracle is justice. It is not a special gift to some to be withheld from others as less worthy, more condemned, and thus apart from healing. Who is there who can be separate from salvation if its purpose is the end of specialness? Where is salvation's justice if some errors are unforgivable and weren't vengeance in place of healing, in return of peace? Salvation cannot seek to help God's Son more, be more unfair than he has sought to be. If miracles, the Holy Spirit's gift, were given specially to an elect and special group, and kept apart from others as less deserving, then he is ally to specialness. What he cannot perceive, he bears no witness to, and everyone is equally entitled to his gift of healing and deliverance and peace.  To keep it for yourself to solve without his help is to decide it should remain unsettled, unresolved, and lasting in its power of injustice and attack. No one can be unjust to you unless you have decided first to be unjust, and then must problems rise to block your way and peace be scattered by the winds of hate. Unless you think that all your brothers have an equal right to miracles with you, you will not claim your right to them because you were unjust to one with equal rights. Seek to deny, and you will feel denied. Seek to deprive, and you have been deprived. A miracle can never be received because another could receive it not. Only forgiveness offers miracles, and pardon must be just to everyone. The little problems that you keep and hide become your secret sins because you did not choose to let them be removed for you. And so they gather dust and grow until they cover everything that you perceive and leave you fair to no one. Not one right do you believe you have. And bitterness with vengeance justified and mercy lost condemns you as unworthy of forgiveness. The unforgiven have no mercy to bestow upon another. That is why your sole responsibility must be to take forgiveness for yourself. The miracle that you receive you give. Each one becomes an illustration of the law on which salvation rests. That justice must be done to all if anyone is to be healed. No one can lose and everyone must benefit. Each miracle is an example of what justice can accomplish when it is offered to everyone alike. It is received and given equally. It is awareness that giving and receiving are the same. Because it does not make the same unlike. It sees no differences where none exists. And thus it is the same for everyone because it sees no differences in them. Its offering is universal and it teaches but one message. What is God's belongs to everyone and is His due. And from the workbook lesson 199, I am not a body, I am free. Freedom must be impossible as long as you perceive a body as yourself. The body is a limit. Who would seek for freedom in a body looks for it where it cannot be found. The mind can be made free when it no longer sees itself as in a body, firmly tied to it and sheltered by its presence. If this were the truth the mind were vulnerable indeed. The mind that serves the Holy Spirit is unlimited forever in all ways beyond the laws of time and space, unbound by any preconceptions and with strength and power to do whatever it is asked. Attack thoughts cannot enter such a mind because it has been given to the source of love. And fear can never enter in a mind that has attached itself to love. It rests in God. And who can be afraid who lives in innocence and only loves? It is essential for your progress in this course that you accept today's idea and hold it very dear. Be not concerned that to the ego it is quite insane. The ego holds the body dear because it dwells in it and lives united with the home that it has made. It is part of the illusion that has sheltered it from being found illusory itself. Here does it hide and here it can be seen as what it is. Declare your innocence and you are free. The body disappears because you have no need of it except the need the Holy Spirit sees. For this the body will appear as useful form for what the mind must do. It thus becomes a vehicle which helps forgiveness be extended to the all-inclusive goal that it must reach according to God's plan. Cherish today's idea and practice it today and every day. Make it part of every practice period you take. There is no thought that will not gain thereby in power to help the world and none which will not gain an added gifts to you as well. We sound the call of freedom round the world with this idea. And would you be exempt from the acceptance of the gifts you give? The Holy Spirit is the home of minds that seek for freedom. In Him they have found what they have sought. The body's purpose now is unambiguous and it becomes perfect in the ability to serve an undivided goal. In conflict-free and unequivocal response to mind with but the thought of freedom as its goal the body serves and serves its purpose well. Without the power to enslave it it is a worthy servant of the freedom which the mind within the Holy Spirit seeks. Be free today and carry freedom as your gift to those who still believe they are enslaved within a body. Be you free so that the Holy Spirit can make use of your escape from bondage to set free the many who perceive themselves as bound and helpless and afraid.  For He would give you perfect freedom, perfect joy and hope that finds its full accomplishment in God. You are God's Son. In immortality you live forever. Would you not return your mind to this? Then practice well the thought the Holy Spirit gives you for today. Your brothers stand released with you in it. The world is blessed along with you. God's Son will weep no more and heaven offers thanks for the increase of joy your practice brings even to it. And God Himself extends His love and happiness each time you say, I am not a body. I am free. I hear the voice that God has given me and it is only this that my mind obeys. Amen.


What's up everyone? It's your girl Kenzie here from Leighton Sports Guards and I'm ripping a personal here for Frank P. We've got two 2022 Panini Absolute Baseball Hobby Boxes. All right, best of luck Frank. Thanks for hopping in. First time buyer here. We do appreciate ya. That one's got the, look at it. Pog's Marathon, got out of $199. Matt Chapman, Icons, Aaron Judge, Trey Turner, Roger Clemens, and Cody Bellinger Base. First hit up, Rookie, $8 to $199. Stephen Riggins, Riddins. Riddings. Got Cow Raleigh Dual Relic, RPA to $199. Maritors. We've got Tools of the Trade Dual Rookie Patch to $199 on Hell's Zerfa. Albert Pujos, Extreme Team, Bryce Harper to $149. Roger Clemens on the purple to $25. Nice one there. Corey Seeger statistically speaking, Tyler O'Neill, Crawford and Stan the Man. Tools of the Trade Dual Patch Orioles to $199. Dean Kremmer, go for it. We've got Rookie Force to $299. Hans Kraus for the Phillies. And then we've got Mike Baumann to $60 on the Rookie booklet there. Orioles. Mike Baumann. I appreciate you. Thank you. You didn't have to do that. I appreciate you guys for hopping in. Alright, second box here for you Frank. But after this, I am really done. Because it is almost 2 o'clock. By that time it will be it. So again, Michael and JB I think are hopping in. And that is it for the night. No more extensions because that will probably be the 2am cutoff. I can't go past 2am according to the boss man. Man, I feel bad for Brad when they didn't have a cutoff time back when they first started. So they would rip till about 7am and then start back again at 4pm. I was like, I don't know how y'all did that. Rookie Josiah, grade of $9.99 Washington. We've got Blue to $149. Cedric Mullins. White Star Roman Soto. Pujols Scherzer. Of course everyone, thank you. Tools of the Trade Jumbo Patch Auto. Edward Oliveris for the Royals to $199. We've got Matt Manning on the Triple Relic Rookie Auto to $199. Tigers, Matt Manning. And Double Auto. Double Pash here to $199. Hazoo Sanchez. Marlins. Alright, last pack here for you, Frank. Miggy Cabrera, Javi Baez. We've got Icons to $99. Vladdy Jr. Marcus Demian to $99. Rookie Clash, Shane Boss, Barry Larkin, Trevor Story, and Yattie Molina. We've got, wow, look at those patches. To $99, Team Tandem, Cedric Mullins, and Ryan Malcastle. Nice patches there. And last one here for you, Frank. You've got to $99, booklet Rookie, Josiah Gray for the Nationals. Josiah Gray. Alright, that'll do it for your two boxes. Congrats on your hits, Frank. Thanks for hopping in and we'll get these right out to you.


Hello friends, I am Sanjay Gupta. In this video I am going to discuss with you the predefined functions available for dynamic memory allocation in C programming. Before starting, you can note my information. You can connect with me by following these details which are available in front of you, which contains URL for my YouTube channel and name of my Android app that is Techimage. You can also search my YouTube channel by typing my name in YouTube search bar that is Sanjay Gupta. You can open my channel by clicking on it. Here various programming related playlists are available. You can improve your programming skills by watching these videos which are available in my channel. You can follow my YouTube channel by subscribing it by clicking on this red button which is available in front of you. Now I am going to discuss the predefined functions available for dynamic memory location in C programming. So first you have to know the name of header file which contains declarations of functions of dynamic memory location. So the name is stdlib.h. This header file contains declarations of predefined functions which are responsible for dynamic memory allocation. So first function name is malloc. So malloc is a predefined function. It allocates dynamic memory at runtime. It automatically initializes each block of memory with garbage value. So this is the description of malloc. Now I have to explain you the syntax of malloc so that you can use it. So its syntax is ptr equals to then type pointer then malloc and multiplied by size of data type. So this is the syntax which you can use for dynamic memory location and if the syntax belongs to malloc. So type pointer is the return type of this malloc and this type pointer indicates void pointer. It means malloc can return a pointer or you can say an address after allocating required number of memory blocks. So that required number of memory blocks will be identified with the help of this argument that is n into size of data type. So n is number of arguments which sorry number of blocks which I want to create or user want to create. Then size of data type means size of a particular block which is decided by the data type which is available inside size of operator. So this memory will be allocated malloc will throw an address that you have to convert into a particular type. So here you have to specify a specific type of pointer because by default it contains void pointer and this ptr will be of that specific type. So ptr is a pointer. So the type pointer is suppose integer type then ptr must be of integer type. So now I am going to show you an example how you can use malloc. So this is a simple example of malloc. Here n is multiplied with size of n. So what will be the size of n? It will be 2 bytes for 16 bit compiler and it will be 4 bytes for 32 bit compilers. So that 2 or 4 will be multiplied with n and the allocated memory blocks base address will be thrown and that will be stored inside p pointer. But first it will be typecasted into integer pointer. So p will be of integer type a pointer and n will be of integer type variable which will be containing size of memory entered by the user. So this is the example of malloc. Now second function which is provided for dynamic memory location is caloc. So it is also predefined. It allocates dynamic memory at runtime. It automatically initializes each block of memory with zero value. So this is the description of malloc. Now I can copy these syntaxes and examples. So if I change malloc to caloc then you can write it like this. Here you have to pass 2 arguments. First will be number of blocks and then size of each block. So this is a syntax for caloc. Then now an example I can apply these changes. So this is the example of caloc. So here you have to pass 2 arguments but in case of malloc there is only single argument. So this way you can use caloc and caloc automatically initializes each block with zero value. Now third function which is available for dynamic memory location is free. So free is used to deallocate dynamically allocated memory. So free is a predefined function which is used to deallocate dynamically allocated memory. And how you can use it? You can pass a pointer inside it. So this is the example or you can say syntax of free function. You have to pass a pointer which is pointing to a particular address allocated through malloc or caloc. And you can call free function after completion of each processes. Now fourth function is realloc. So realloc is also a predefined function. It reallocates dynamic memory which is allocated by malloc or caloc. So it is used to reallocate dynamic memory which is allocated through caloc or malloc functions. So after allocation of memory through caloc or malloc if you want to resize that memory block then you can call realloc function. And its syntax is this PTR equals to realloc PTR equals to sorry PTR equals to realloc in parenthesis you can pass PTR comma new size. So this way you can use realloc function in your program to resize the memory which is allocated through caloc or malloc. So these are four predefined functions which are available in dynamic memory allocation in C programming. All these functions are declared in stdlib.h. So whenever you will be using these functions you have to include this header file. So I hope you have understood how you can use malloc caloc free and realloc functions in C programming. So I just have discussed with you the descriptions of these functions and syntaxes and examples. If you want to know how you can develop programs based on dynamic memory location in C programming then you can search a playlist which is available in my YouTube channel named as dynamic memory location. Where all programs based on dynamic memory allocation in C is available. I hope you have understood the concept well. If you want to watch more programming related videos you can follow or subscribe my YouTube channel through the url youtube.com slash sanjay gupta underscore tech school. You can download my programming app Techimage which is available on Google Play. Thank you for watching this video.