LAS VEGAS \u2013 Watson Ads<\/a>, the cognitive advertising product that\u2019s been available to brands exclusivity within The Weather Company app and on weather.com, will be released for wider use in apps and on websites sites later this quarter.<\/p>\n

In the meantime, in an interview at CES 2017<\/a> with Beet.TV, Weather Company CEO and GM Cameron Clayton offers some advice for brands thinking about dipping their toes into cognitive advertising.<\/p>\n

\u201cKeep every audio recording your company collects. Don\u2019t throw anything away if it\u2019s voice related,\u201d Clayton says. \u201cYour call center logs, keep them all. Those are the crown jewels to train artificial intelligence in the future and to understand peoples\u2019 intentions.\u201d<\/p>\n

The year 2017 will bring the debut of what Clayton describes as IBM\u2019s cognitive media platform. It will put the power of Watson directly into the hands of marketers seeking to better understand consumer intent and create content that satisfies the intent.<\/p>\n

\u201cYou bring your data set, we bring our data set,\u201d Clayton explains. \u201cWe bring the artificial intelligence cognitive capability to help people make better decisions and personalize content across all screens, all devices.\u201d<\/p>\n

Among IBM\u2019s main assets is scale, as evidenced by the 40 billion forecasts The Weather Company<\/a> executes each day, consuming about 44 petabytes of data (one petabyte is 1 million gigabytes). While companies like Facebook, Google, Microsoft and others also have massive scale, a big differentiator for IBM is cognitive capability.<\/p>\n

\u201cIt\u2019s the ability to understand with natural voice interaction and to learn and to access all kinds of data,\u201d Clayton says. \u201cStructured data, just like database, and unstructured data like tweets in twitter.\u201d<\/p>\n

IBM enables brands to scan the data to understand divine consumer intentions when interacting with natural language voice.<\/p>\n

For The Weather Channel, it could be someone asking whether they will need an umbrella on a particular day. \u201cWhat I really want to know is it going to rain on Saturday, but I didn\u2019t ask that,\u201d says Clayton. \u201cThe response from us is there\u2019s an 80 percent chance it will rain on Saturday so yes, you should probably take an umbrella.\u201d<\/p>\n

IBM isn\u2019t looking to replace humans altogether, according to Clayton. \u201cSome companies are working on solutions to try and replace us. We foundationally believe it\u2019s about helping people make better solutions,\u201d Clayton says.<\/p>\n

This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 Watson Ads, the cognitive advertising product that\u2019s been available to brands exclusivity within The Weather Company app and on weather.com, will be released for wider use in apps and on websites sites later this quarter. In the meantime, in an interview at CES 2017 with Beet.TV, Weather Company CEO and GM Cameron […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[5279,5307,5337,3803,5518,5883,6003,6125,6126],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44241"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44241"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44241\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44241"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}