Saatchi LA Trained IBM Watson to Write Thousands of Ads for Toyota

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The Mirai is Toyota's car of the future. It runs on hydrogen fuel cells, gets 312 miles on a full tank and only emits water vapor. So, to target tech and science enthusiasts, the brand is running thousands of ads with messaging crafted based on their interests. The campaign was written by IBM's supercomputer, Watson. After spending two to three months training the AI to piece together coherent sentences and phrases, Saatchi LA began rolling out a campaign last week on Facebook called "Thousands of Ways to Say Yes" that pitches the car through short video clips.


How Toyota used artificial intelligence for RAV4 campaign

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IBM's Watson has struck again. The machine learning program, which has emerged as a popular tool for agencies and marketers, is powering a new highly targeted digital campaign for Toyota that uses an algorithm to generate ad scripts. Breaking this week, the campaign is the latest example of how Toyota agency-of-record Saatchi & Saatchi Los Angeles is using what it calls "creative programmatic." The agency wanted to connect the Toyota's Rav4 crossover to the favorite activities of individual consumers, but in an unpredictable way. So Saatchi fed Watson the world's top 1,000 activities -- like biking, dancing and cooking -- and asked Watson to pair two activities that had low probabilities of being matched.


How Toyota Used Artificial Intelligence for RAV4 Campaign

#artificialintelligence

IBM's Watson has struck again. The machine learning program, which has emerged as a popular tool for agencies and marketers, is powering a new highly targeted digital campaign for Toyota that uses an algorithm to generate ad scripts. Breaking this week, the campaign is the latest example of how Toyota agency-of-record Saatchi & Saatchi Los Angeles is using what it calls "creative programmatic." The agency wanted to connect the Toyota's Rav4 crossover to the favorite activities of individual consumers, but in an unpredictable way. So Saatchi fed Watson the world's top 1,000 activities -- like biking, dancing and cooking -- and asked Watson to pair two activities that had low probabilities of being matched.


How 4 Agencies Are Using Artificial Intelligence as Part of the Creative Process

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A couple of weeks ago, Coca-Cola's global senior digital director Mariano Bosaz told Adweek he wanted "to start experimenting" with "automated narratives," including using bots for music and editing the closing credits of commercials. Algorithms are already foundational to programmatic advertising and will likely only grow to be a bigger part of media buying, but can machine learning ever completely replace the creative process? It's no surprise that agencies adamantly say no, that brands still need human creatives to handle strategy and come up with ideas. But creative shops are still preparing for a time when there will be fewer people to handle some parts of the business, especially those that involve time-consuming and manual tasks. "To be honest, some of the first people who will lose their job because of AI will be marketing managers," said Firstborn's executive creative director Dave Snyder.


How AI is Changing the Ad Business - Disruption

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Advertising is all about tapping into consumer markets, finding out what makes them tick, and using that info to create convincing ad campaigns. This is much harder than it sounds, especially when entire demographics are proving impossible to reach. For example, millennials are notoriously difficult to connect with – and there's a lot of them. In the U.S., they make up 25% of the population. How can marketers make the most of market research and come up with captivating campaigns?