IBM’s new Watson AI marketing suite personalizes ads for individual customers

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October 2, 2018 - Kyle Wiggers of VentureBeat writes: Companies spend a good chunk of change on advertising. In fact, according to Gartner, marketing budgets gobble up about 12 percent of annual revenue (and as much as 18.5 percent in industries like education). But a hair over two-thirds of them — 71 percent — allocate the bulk of their budgets to generic marketing messages. Worse still, only 50 cents of every ad dollar spent makes it to the desired target audience.

To inject campaigns with a bit of personality, IBM recruited the help of artificial intelligence (AI). The Armonk, New York-based company today unveiled three new marketing solutions under its Watson umbrella: IBM Watson Ads Omni, IBM Media Optimizer, and Predictive Audiences.

The announcement coincides with Advertising Week in New York City, which kicked off Monday.

“We live in a world that is increasingly connected, which is contributing to an explosion of data. New customer needs and expectations have forced brands to rethink how they engage with consumers using artificial intelligence (AI),” IBM wrote. “AI promises better campaign analytics, hyper-personalization, predictive audience segments, reallocation of valuable time saved, and more.” More...