Hey Watson, What Does the Future of Advertising Look Like?

Recently, we started to explore the idea of conversational ads — ads that talk with you, versus generations of broadcast style messages that talk at you. The topic has piqued our interest (as well as our clients’) so much so, that we felt like it was worth diving deeper. We invited Scott Navarro, IBM’s Global Agency Development and Partnerships Director, to come in from Chicago and tell us more about Watson, IBM’s infamous AI platform. If you don’t know Watson, you should get to know him. In his short life, Watson has schooled the champs on Jeopardy, wrote lyrics with Bob Dylan, and is digesting 8,000 academic papers a day trying to find a cure for cancer.

Scott joined us for a talk at last month’s Provoke University, our internal agency learning forum. Afterwards, we had an opportunity to sit down with Scott and ask him for his thoughts on IBM’s vision for Watson Ads. What interests us most is how Watson will bridge the gap between intelligence, humanity and cultural bias. This shift in advertising isn’t some futuristic dream…it’s already happening.

Join us as we give the floor to Scott Navarro. (Listen/watch with sound on or off. We’ve got captions, baby).

How do you see advertising changing with the advent of AI?


What will advertisers need to consider, with AI, that they have not considered before?

How does human experience play into AI?

How does Watson handle different language?

What is Watson doing to address cultural bias in AI?

How do we get past cultural bias in AI?

How has Watson personally wowed you?

Todd is a Senior Digital Producer and Co-Dean of Provoke University, Dieste’s continuing education platform. In true Todd-form, he brings his insatiable curiosity, strategic thinking, passion and enthusiasm to solve core business and marketing challenges in the digital world. Outside the office, he’s part foodie, part photo enthusiast, a one very proud “Pops” to his two teenage boys, Ethan and Noah.

Dieste Inc