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By helping humanize the power of IBM technology and artificial intelligence, IBM Watson has become the cornerstone of the brand’s marketing efforts. Lately, that’s included Watson ad campaigns with celebrities like Bob Dylan and Stephen King, as well as collaborations with fashion house Marchesa and H&R Block.
Watson’s new round of ads puts a more practical spin on AI by showing how the technology can help meet day-to-day business objectives.
The “Watson at Work” campaign, created with Ogilvy, has eight new TV spots and social content to highlight Watson’s role in industries like energy, medicine, aviation, insurance adjusting, elevator repair and winemaking.
In one ad, the talking Watson interface is the “new guy” at work, helping a Kone maintenance man predict future elevator malfunctions.
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