IBM: #IBMFOODTRUCK
Ogilvy New York
Objective of the campaign
When IBM's computer Watson conquered the TV quiz show "Jeopardy!" in 2011 it demonstrated a "cognitive system" understanding natural language to provide evidence-based answers to questions.
At the heart of Watson are a set of probabilistic algorithms determining how likely any given piece of information is to be correct, based on the rest of its corpus of learning. It won "Jeopardy!" by arriving at an answer at 80%+ confidence faster than its human competition could press their buzzer.
While it's reductive to say Watson is just a problem-solver, question-answering has to-date...