IBM: Advertising Accelerator with Watson

IBM, a technology company, launched the IBM Advertising Accelerator with Watson to determine how artificial intelligence (AI) could impact brands' creative processes in the USA.

Campaign details

Advertiser/Brand: IBM Watson Advertising

Lead Agency: IBM Watson Advertising

Strategy

Objective

In January 2020, we set out to determine if and how AI could impact the creative process. It's often hard to understand what AI should and can be used for. The technical definition: to understand, reason, and learn from massive and diverse data inputs. The benefit: simulation of the human thought process to make better, faster decisions.

What's been missing from the last decade is the recognition that technology's job shouldn't be to automate human action, it should be to help augment human thinking at scale. What...

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