IBM Watson

Watson: The road to personalization from Cannes Lions

The annual Cannes Lion Festival of Creativity brings together worldwide leaders in the creative communications world.  It’s the foremost event for ad agencies and for globally recognized consumer brands to hear about new ideas on the cutting edge of technology, imagination and virtualization, like Watson.

Rather than the typical summary presentations of strategic direction and top-to-top meetings that are the norm at Cannes, IBM decided to show clients just what Watson can do.  IBM’s presence at Cannes includes IBM iX, which is now firmly positioned among the leaders in Gartner’s Magic Quadrant for Digital Marketing Agencies.  You can also see some of IBM iX’s great work on their YouTube channel.

I’m working with IBM’s Weather Company team at Cannes to wow clients with the capabilities of Watson to personalize their experience with technology.  The Weather Company is now part of the Watson organization. Last year at Cannes Lions, we introduced our customers to Watson Ads — the world’s first consumer-facing cognitive ad format. Consumers and marketers have both responded favorably but we saw an opportunity to further educate our clients on Watson. That is what prompted us to create more of an immersive experience this year.

So, we curated a very targeted client journey that navigates clients through three stages.  First, we’re showing Watson in the World, outlining the multitude of applications and use cases that are emerging.  Secondly, Watson in Your World, which takes a deeper look at how Watson can be highly personalized through digital avatars.  And then finally, Watson and You, that demonstrates personalization based on your specific information.

Everyone sees that the world is buzzing about AI.  We talk a lot about Watson and cognition, but we recognize it’s still very new to many.  Our world and our industries are going through a profound transformation. We are becoming more reliant on automation and now artificial intelligence.  In 45 countries across 20 industries, Watson is helping people make sense of data so they can make better decisions while uncovering new ideas.  More than 500 companies are using Watson to power their business.

Watson in the World

We’re leading there which is applied often through IoT related engagement.  We start with Local Motors’ Olli, which is an ambitious 3D printed, autonomous, electric mobility shuttle.  Enough buzzwords for you in that sentence?  Local Motors is looking to redefine mobility through Olli and just won a Telematics Update Automotive award for Best Auto Mobility Product/Service.

Riders will communicate with Olli through Watson and can ask questions about how Olli operates, information about local points of interest through Yelp APIs and about weather conditions through IBM’s Weather API.  That base corpus of information will be extended based on how Olli is being applied.  Obvious examples include; college campuses, retirement communities, large corporate campuses, amusement parks and of course, smaller localized communities such as Cannes.

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