IBM: #IBMFOODTRUCK

This case study describes how IT company IBM commercialised its Jeopardy!-winning Watson computer system.

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...

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