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Human Communication Skills Power IBM’s Watson Ads

Each and every day IBM’s Watson works alongside business professionals in 45 countries, analyzing volumes of data to make better decisions and to solve big problems.

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Each and every day IBM’s Watson works alongside business professionals in 45 countries, analyzing volumes of data to make better decisions and to solve big problems. But ask the average person about Watson and they might recognize it as ‘the computer’ that beat two champions of the quiz show, Jeopardy!

Watson is more than Computer

computing is complex. Watson is not a single computer. It’s an API (application programming interface) powered by machine and artificial intelligenceArtificial Intelligence knows many different definitions, but in general it can be defined as a machine completing complex tasks intelligently, meaning that it mirrors human intelligence and evolves with time. that can analyze unstructured data like text, tweets, photos, audio and video. Watson isn’t human, but it augments human intelligence. It doesn’t have a voice, but it can be programmed to return data results in natural language.

Watson helps you save water

I spoke with Ann Rubin, IBM’s vice president of Branded Content and Global Creative. Rubin oversees IBM’s content strategy including advertising campaigns, website content and social media distribution. Rubin explained that the Watson campaign has evolved over three phases, all of which are intended to help IBM’s customers understand the benefits of computing.

Phase I:

Watson and Me introduces the era. These were the first 30-second ads that showed off Watson’s range of capabilities. Watson was seen as approachable, warm, and whip-smart. Viewers saw Watson talking to Serena Williams about improving her tennis game or dissecting songs with Bob Dylan. “I’ve read all your lyrics,” Watson says to the songwriter. “I can read 800 million pages per second. My analysis shows your major themes are time passes and love fades.”

Phase II:

This phase emphasized digital content that focused on general outcomes in categories from education to healthcare.

Phase III:

In April, 2017, viewers of The Masters golf tournament on CBS were the first to see the television ads that launched the current phase. Watson at Work feature actual stories of businesses achieving specific results.

In one spot a young woman approaches her father working in a vineyard and says, “Hey, Dad, come meet the new guy. I hired some help.” The two walk to a table and meet a blinking computer. It speaks: “Hello, my name is Watson. I know you should check vineyard block 12. My analysis shows it would benefit from descreased irrigation.” The ad concludes with one statistic: With Watson and IBM , winemakers at E.& J.Gallo use 25% less water to grow grapes.

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