Lawn Care Brand TruGreen Is Using IBM Watson Advertising's AI To Plant Repeat Business

The role of artificial intelligence in advertising is leaping from the experimental stage to something more commonplace, as all marketers want to reach "the right person, at the right time, at the right place with the right message." That was the impetus behind lawn care services chain TruGreen's expanded use of IBM Watson Advertising's AI tools to target specific customers with ads recommending specific offers related to local conditions. TruGreen boasts 2.3 million commercial and residential customers with 260 lawn care branches in the United States and Canada, plus about 35 franchise locations. To reach those people and businesses with a timely message about their individual lawn care needs, the IBM Watson ads takes in many factors that might come into play, such as weeds, thin grass, dryness, lack of growth, or grass discoloration. "At TruGreen, we are constantly looking for new and innovative ways to interact with consumers," said Kari Rajaniemi, Chief Marketing Officer, TruGreen.