Cognitive marketing: Explained

Anne Field

Explores how cognitive marketing is changing the future of marketing as a whole, by looking at an example of best practice from Havas Cognitive, and predicts the next big leap in technology.

In January, HBO premiered The Young Pope, a series about a good-looking, hip guy who also is the first pontiff from the United States. To promote the launch, BETC and Havas Cognitive, working on behalf of the client, the French premium cable channel Canal+, tried the usual – a sassy social media campaign.

But the execution wasn't your run-of-the-mill promotion. Instead, Havas Cognitive used IBM's Watson artificial intelligence (AI) capabilities to scan Twitter for people discussing anything related to one or more of the seven deadly sins. Then the AI-enabled engine searched 39,000 verses in the Bible to...

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