Condé Nast Has Started Using IBM's Watson to Find Influencers for Brands

Condé Nast is partnering with Watson to find the right influencers for campaigns. Condé Nast is now tapping into Watson, IBM's super computer, to help build and strategize social influencer campaigns for brands. Through a new partnership announced today with IBM and the influencer platform Influential, brands advertising with the media company's properties--publications such as Vogue, Vanity Fair and The New Yorker--will be able to use big data to better know which social media celebrities might make for a good match for any given campaign. Using software built by IBM and Influential, Condé Nast's clients will be able to know which influencer's demographics, personality traits and more best align with a marketer and the audience it's targeting. "Within the dating sense of the word, we are matching people based on different data points," said Influential CEO Ryan Detert.