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Intelligence at the Interface Semantic Technology and the Consumer Internet Experience. image by . Tom Gruber What is the Killer App for Semantic Technology?. Semantic Search?. Integrated Services?. Collective Intelligence?. Intelligent Design.

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intelligence at the interface semantic technology and the consumer internet experience

Intelligence at the InterfaceSemantic Technology and the Consumer Internet Experience

image by


what is the killer app for semantic technology

What is the Killer App for Semantic Technology?

Semantic Search?

Integrated Services?

Collective Intelligence?

where s the killer app

Intelligent Design

Where’s the killer app?









Mobile Phone

(c) 2007 Thomas Gruber

intelligence at the interface

Intelligence at the Interface

applying the best of the Internet(intelligently)to support your daily life

it s closer than you think

Intelligent Interface

It’s closer than you think.



Semantic Search




(c) 2007 Thomas Gruber

intelligence at the interface7

Intelligence at the Interface

is a Paradigm Shift

for interaction

on the Internet.

interaction paradigms
Interaction Paradigms

Breadcrumbsin the Forest

Follow theLeader


At your Service

(c) 2007 Thomas Gruber

breadcrumbs in the forest the hyperlink
Breadcrumbs in the forest:The Hyperlink

User Role

  • Choose your path

System Roles

  • connect the dots

Technical breakthrough: universal resource identity

(c) 2007 Thomas Gruber

Illustration by Arthur Rackham, 1909

follow the leader the portal
Follow the leader:The Portal

User Role

  • choose your channels(and consume them)

System Roles

  • deliver the content

Technical breakthrough: frictionless broadcasting

(c) 2007 Thomas Gruber

Chevron Barracuda, Papua New Guinea

abracadabra the search engine
Abracadabra:The Search Engine

User Role

  • state your query(and shift through results)

System Roles

  • find relevant content and filter on quality

Technical breakthrough: web-scale indexing and ranking

(c) 2007 Thomas Gruber

Abracadabra as an incantation to be used as a cure for fevers and inflammations, 2nd Century AD

at your service intelligence @ the interface
At your Service:Intelligence @ the Interface

User Role

  • Live your life

System Roles

  • Tell me what I need to know.
  • Help me solve my problems.
  • Help me meet my needs.
  • Work for me. Be proactive.

Technical breakthrough: personalized, context-aware AI

(c) 2007 Thomas Gruber

Bathroom of The Ritz-Carlton Powerscourt, Ireland

what can i@i do for you
What can I@I do for you?
  • Help you stay informed
  • Help you keep connected
  • Help you discover
  • Help you learn
  • Work for you

(c) 2007 Thomas Gruber

helps you organize share and discover
Helps you organize, share, and discover

(c) 2007 Thomas Gruber

helps you connect discover stay in touch
Helps you connect, discover, stay in touch

PARC’s Magitti

  • find gems from geotagged trips

(c) 2007 Thomas Gruber

helps you discover things you care about
Helps you discover things you care about

(c) 2007 Thomas Gruber

contextknowledge interface conversation

put technology to work for you
Put technology to work for you

(c) 2007 Thomas Gruber

explore collective experience
Explore Collective Experience

(c) 2007 Thomas Gruber

learn from collective knowledge
Learn from Collective Knowledge

Travel Recommendation Engine

  • Content from real travelers
  • Machine learning to extract clusters and dimensions
  • Interview users to elicit profile and interests
  • Recommend destinations and trips based on multidimensional matching
  • Output is human readable experiences, selected by machine inference

(c) 2007 Thomas Gruber

an assistant that learns from you
An assistant that learns from you


(c) 2007 Thomas Gruber

put it all together
Put it all together
  • Where should I go on vacation?
  • What is it like there?
  • Where should I stay?
  • How do I get the best fare?
  • What do I need to know about it?
  • Please arrange my travel schedule.

(c) 2007 Thomas Gruber

what makes an interface intelligent
What makes an Interface Intelligent?
  • It knows a lot about you.
  • It understands you in context.
  • It is proactive.
  • It gets better with experience.

(c) 2007 Thomas Gruber

knowledge and reasoning

my online life

reasoning & learning

my queries

multidimensional sort



my links



Knowledge and Reasoning

Service to Humans

Hyperlink Portal Search I@I

(c) 2007 Thomas Gruber

where s the key technology
Where’s the key technology?

(c) 2007 Thomas Gruber

which is the important part
Which is the important part?

(c) 2007 Thomas Gruber

the tower of semantics
The Tower of Semantics

(c) 2007 Thomas Gruber

let them eat layer cake

“Let them eat layer cake.”

Oops. We didn’t mean that.

the important part isn t on the inside
The important part isn’t on the inside.
  • It’s about how it works in the world.
  • It’s about how people experience it.
  • It’s about changing our lives.

(c) 2007 Thomas Gruber

field of dreamers
Field of Dreamers

“If you build it, they will come.”

“If they use it, it will build itself.”

(c) 2007 Thomas Gruber

why won t they vote for it
Why won’t they vote for it?

“It's the economy, stupid.”

- James Carville

Why won’t they use it?

“It's the interface stupid.”

That’s where intelligence will pay off.

(c) 2007 Thomas Gruber

the role of semantic web at the interface
The role of Semantic Webat the Interface
  • Reasoning about human context
  • Harvesting Collective Knowledge

(c) 2007 Thomas Gruber

contexts worth reasoning about
Contexts worth reasoning about
  • Location: Geosemantics
  • Identity: FOAF, PURLS, and beyond
  • Community: Socially constructed meaning
  • Action: Services Integration

(c) 2007 Thomas Gruber

knowledge worth harvesting
Knowledge worth harvesting
  • Collective Experience
    • Stories, photos, reviews
  • Collective Attention
    • Useful links, articles, perspectives
  • Collective Creation
    • Semantic wikis, data commons

(c) 2007 Thomas Gruber

inferences worth making
Inferences worth making

The Gigantic Join

Composing and integrating data across applications

  • Where should I go on vacation?
  • How do I get the best fare?


  • What is it like there?








to go

  • Where should I stay?


People who have been there

  • What do I need to know about it?

Photos, blogs, news stories

(c) 2007 Thomas Gruber

ontologies for the gigantic join
Ontologies for the Gigantic Join

(c) 2007 Thomas Gruber

knowledge reasoning collective intelligence

Learn from



Share ourexperience

reasoning & learning

multidimensional sort

Share our




Knowledge,Reasoning, Collective Intelligence

our online lives

our interests

Service to Humans

our lifestreams

our content

Collected Aggregated Emergent

(c) 2007 Thomas Gruber

last word
Last Word

If we want our technology to have world-changing impact, bring it to the interface:

  • get useful knowledge from all those intelligent people on the Internet
  • give the benefit of this knowledge to everyone.

(c) 2007 Thomas Gruber

for more information
For more information
  • Tom Gruber
  • Collective Knowledge Systems
  • Intelligence at the Interface



(c) 2007 Thomas Gruber

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