The Weather Company is introducing a new capability that will allow consumers to “chat” with IBM’s supercomputer Watson through advertising.
The arrangement, which will be the first use of Watson’s tech for advertising purposes, hopes to uncover new consumer and product insights whilst creating one-to-one connections that can be scalable across millions of interactions and touchpoints.
“The dawn of cognitive advertising is truly a watershed moment. Now as part of IBM, we have even more tools and technologies at our disposal to inspire innovations within advertising, artificial intelligence and storytelling,” said The Weather Company general manager for consumer products Domenic Venuto.
“This is a huge opportunity to expose consumers to all of the surprising and delightful experiences that Watson has in store for them – and to make advertising a truly valuable interaction for both our fans and our marketing partners, which is always our goal.”
The first brands to collaborate with The Weather Company on Watson Ads will be Campbell Soup Company, Unilever and GSK Consumer Healthcare, with the campaigns handled by GroupM’s MEC and Mindshare and PHD.
The function could allow visitors to ask direct questions about whether a medication is suitable or about recipes, but the company is yet to reveal which individual brands will implement the adverts.
“We often talk about the holy grail of advertising being ‘the right content delivered through the right medium at the right time’,” said Mindshare US chief executive Adam Gerhart. “Watson Ads leverages cognitive computer intelligence to triangulate on all three of those simultaneously based on its understanding of human behaviour.
“We’re entering an era of not just computer intelligence but simulated human intelligence that evolves the typical Ad experience and brings our vision of Adaptive Marketing to life.”