The new cognitive advertisement : the brand utility

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The fields of application of artificial intelligence are varied and today concern advertising, from experiments carried out by IBM, through its division Watson Ads.

The objective of the group, is to rely on artificial home intelligence, Watson, to give birth to the first “cognitive advertisements”, able to answer questions formulated in natural language. Because we are never better served than by ourselves, IBM tests the technology in a recently acquired editorial universe, that of the weather site Weather.com and its mobile application.

Based on the location of the device, the surrounding weather and the ingredients that the user says using his microphone or keyboard, the advertising interface will be able to offer, in real time, cooking recipes in partnership with the soup brand.The “Chef Watson” picks up the brand’s collection of recipes and displays the most appropriate dynamically within the relevant advertising insert. “Using data to deliver quick, easy meal ideas in real time is exactly the kind of experience we want to offer our consumers,” says Campbell Soups Media Manager, Marci Raible. All the challenge of the program: to get out of the “top-down” brand message and to offer an unprecedented experience to the surfer.

References:

http://www.adweek.com/news/technology/ibm-watson-and-weather-company-are-ready-launch-their-first-cogntive-ads-173727

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