IBM's Watson pushes AI marketing

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

Watson, IBM's constantly evolving cognitive system, has become a multi-dimensional programmatic beast.

As Jon Iwata, IBM's SVP/Marketing and Communications, modestly admits, "We're investing heavily into programmatic," even as the company laments the "murkiness of the programmatic engines and how they work."

But Watson provides a kind of artificial intelligence that cuts through the mist of data to answer the critical investment questions of what IBM is buying with its advertising spend – and how well that expenditure works.

"We had Watson analyze all of our bids, all of the data, and all of the outcomes," Iwata told delegates at the...

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