IBM’s Watson Helps Write Latest Lexus Commercial

Watson Analyzed 15 Years of Material to Create “Driven by Intuition”

To learn what to look for, Watson was given data from the online-video marketplace Unruly to learn what type of elements connected emotionally with viewers. It also was fed data from a study conducted by the applied science division of the University of New South Wales in Australia, which analyzed how people respond to car advertising.

To create the script, Watson analyzed 15 years’ worth of footage, text, and audio from award-winning campaigns along with other data. Watson then identified elements that were common in effective commercials. According to IBM, the AI was looking for things that were both emotionally intelligent and entertaining.


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