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IBM

Issue 44 | September 2017

Background

With a market estimated to be worth 1.2 billion for 2017, artificial intelligence (A.I.) was opening up new technological frontiers. IBM had developed the most advanced A.I. platform in the world, Watson, and had been disrupting industries such as healthcare, education and finance. However, in Brazil, people's familiarity with A.I. was superficial and Microsoft and Google had higher awareness, despite the fact IBM were pioneers in the category. In its centennial year in Brazil, it was a priority for IBM to be positioned as a leader in A.I. It was acknowledged that a traditional advertising campaign wouldn't be enough. A memorable experience with Watson would be crucial to make people feel the impact A.I. and Watson could bring to their lives and how it can transform businesses.

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