IBM Teams Up With Ad Council for AI-Powered Program

Randi Stipes, CMO at IBM Watson Advertising, explained that "Call for Creative" is IBM's commitment "to help the advertising industry reemerge stronger from Covid-19." Through this initiative, the tech company ultimately wants to demonstrate how artificial intelligence can drive positive change when used in a purposeful way, geared toward helping the ad industry get back on its feet after the detrimental effects of Covid-19. IBM had debuted the award-winning Advertising Accelerator tools with Watson earlier this year and gave access to the Ad Council, which it is partnering with for this project. The Accelerator harnesses AI to "continuously learn and predict the optimal combination of creative elements to help brands deploy more effective digital campaigns based on key signals like consumer reaction, weather and time of day," a statement from the company said. Brands that leveraged Accelerator experienced a 25% increase in performance throughout a campaign along with a 10% lift in site visits after one week, the statement continued.