IBM seeks to “rebrand” artificial intelligence to ease fears and inspire enterprise adoption

IBM, the tech giant, believes that “augmented” intelligence can play an essential role in helping to build brands.

IBM, the tech company behind Watson – a suite of enterprise-ready artificial-intelligence (AI) services and applications – wants to take some of the trauma out of technology.

“I’d like to rebrand ‘artificial intelligence’ as ‘augmented intelligence,’” Carole Irgang, executive partner/marketing transformation at IBM iX – a provider of creative solutions and business strategy expertise – said at the Association of National Advertisers’ (ANA) 2019 Masters of Marketing conference.

With the discipline refocused, it should become clear that “humans are not going away. And though there may be places for robots, they’re not taking over.”

In fact, Irgang proposed, a...

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