The IBM data scientist's fantasy football team ran the table, going undefeated in the regular season, putting up a 13-0 record. It wasn't just the Philadelphia Eagles and the New England Patriots who had great seasons.
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The result was a series of recommendations that produced an undefeated fantasy football team - and the promise of similar success stories for other businesses. That’s the power of human communication.An IBM data scientist asked Watson to study football: learning the language of the NFL and each of its more than 400 players, and fantasy football. Stories help people understand the why behind Watson and intrigue them to learning how it will help them improve their business. Simple, well-constructed stories help IBM build trust. Watson can help people make better decisions, but not if customers don’t trust it or understand it. “Using real stories of real clients doing real things with Watson demystifies it.” “People don't always understand how Watson and cognitive technology can be applied to businesses and professions,” says Rubin. Watson does things that humans can’t, but it takes a human to help customers understand its benefits. An IT analyst says, “I can analyze 1 million security events a second.” A logistics manager says, “I can see the past, present and future of 70 million shipments.” A doctor says, “I can keep up with 5,000 new medical studies a day and still see patients.” The campaign is a good example of the one story/one statistic model of communication. This week IBM introduced a major new ad campaign which is an extension of phase III. “Show humans working side by side with Watson, followed by one outcome or one accomplishment at the end,” explains Rubin. From winemaking to industrial repair, and from airlines to sports, the formula is the same. Ann Rubin’s lesson for communicators in any field is to be “single-minded.” One story accompanied by one statistic is easier to remember and far more impactful than bombarding the viewer and customer with a barrage of facts and data. The campaign leverages a basic component of human communication - simple is more powerful than complex. The landing pages include longer videos, interviews with the client, and details about the specific API we use.”
“So we always give them a deeper content path to fuller stories online. The ad is for KONE, a company that services elevators and escalators that move a billion people a day.Įach “cognitive story” is accompanied by its own landing page on IBM.com that takes a much deeper dive into the business case. “The new guy,” he says, pointing to Watson. In another spot, an elevator repairman shows up to fix the elevator before anyone knows there’s a problem. My analysis shows it would benefit from decreased irrigation.” The ad concludes with one statistic: With Watson and IBM Cloud, winemakers at E.& J.Gallo use 25% less water to grow grapes. I know you should check vineyard block 12. I hired some help.” The two walk to a table and meet a blinking computer. In one spot a young woman approaches her father working in a vineyard and says, “Hey, Dad, come meet the new guy. Watson at Work feature actual stories of businesses achieving specific results. 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. Phase II: This phase emphasized digital content that focused on general outcomes in categories from education to healthcare. My analysis shows your major themes are time passes and love fades.” “I can read 800 million pages per second. “I’ve read all your lyrics,” Watson says to the songwriter. Viewers saw Watson talking to Serena Williams about improving her tennis game or dissecting songs with Bob Dylan. Watson was seen as approachable, warm, and whip-smart. These were the first 30-second ads that showed off Watson’s range of capabilities. Phase 1: Watson and Me introduces the cognitive era.
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