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A host of leading industry experts gathered to discuss the launch of The Drum's Cannes Lions special edition guest edited by IBM's artificial intelligence (AI) technology Watson, which used machine learning to channel the creativity of David Ogilvy, arguably the godfather of advertising. The panel session, held in association with Quantcast, saw assembled marketers listen in on the thoughts of Amber Case, a cyborg anthropologist who examines the interaction between humans and technology; Oliver Cox, solutions architect, IBM Watson ecosystem; Konrad Feldman, CEO of Quantcast; David Shing, digital prophet for AOL; plus Todd Krugmann, president of O&M Japan. IBM's Cox added that the latest issue of The Drum bore testament to this potential union of data-led machine learning, and the creative process. Meanwhile, IBM's Cox further explained how such an offering could aid brands' communication strategies: "Watson would not create a personality - it will help you create the personality that's best for your brand [with elements of human moderation]."