IBM's AI-Powered Interactive Ads Will Guide Shoppers this Holiday Season
IBM announced that its latest AI-powered interactive ads will be used by LEGO Systems, to recommend the right gift set to the right holiday shoppers. The ads will run throughout the holiday season, when the majority of annual toy retail sales take place.
For holiday shoppers seeking just the right toys to buy this year, the experience is both easy and intuitive. Consumers can start a conversation with the AI-powered LEGO ad. After they've answered a few questions, they are guided to the best gifts for their needs.
The Danish toymaker will be the first brand to rely on IBM's newest AI-powered advertising solution: IBM Watson Ads Omni. This new solution is an extension to Watson Ads, industry-first interactive ad unit that delivers hyper-personalization at scale along with actionable insights. Watson Ads was previously only available on The Weather Channel app and weather.com. With the launch of Watson Ads Omni, AI-powered ads can now be deployed on any digital site.
Trained on the knowledge of 35 different LEGO products, Watson Ads Omni allows LEGO Systems to craft distinct, personalized responses to consumers' specific questions, interests and needs. That is empowering the brand to have meaningful one-to-one conversations at scale with consumers wherever they may be in their path to purchase.
For professionals in the advertising industry, calls to cut through the advertising clutter with more personalized, targeted messages across every touchpoint is an often-repeated mantra. Many, however, struggle with how it can best be accomplished. 71% of brands are still just providing generic marketing messages to their customers.