As part of Lufthansa's ongoing global #SayYesToTheWorld brand campaign, it has become the first airline to launch a Watson Ads campaign, joining other brands such as Lego, Behr Paint, State Farm, Best Western, and TruGreen Lufthansa's AI-powered ad helps consumers plan their next international adventure in Europe, showcasing a specific location and helping a consumer explore the city by providing local travel facts, and tailored image galleries or videos. The campaign, which will run from 10/1 - 11/25, will help Lufthansa to discover new insights about consumers and their travel planning needs, which can inform future marketing efforts. The AI-powered ad is available to US consumers on weather.com, Featured cities include: Athens, Barcelona, Berlin, Budapest, Copenhagen, Florence, Frankfurt, Krakow, Milan, Munich, Oslo, Paris, Prague, Rome, and Stockholm. The campaign focuses on exploring a world of new possibilities and saying yes to the unknown. The interactive ads, powered by IBM Watson, provides consumers with the opportunity to interact with Lufthansa for general airline questions and for travel content across 15 European destinations.

The study involved 149 ads across 35 brands and 22,334 people in six countries. Realeyes measured how people felt while they watched the ads by using artificial intelligence to analyse their facial expressions through their webcams (with their consent). The study was designed in collaboration with the Mars Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science. Realeyes' emotion data was cross-referenced with Mars, Incorporated's known sales lift data for each ad to investigate the relationship between emotions and sales performance. This created the largest emotional dataset linked to real business outcomes currently in existence.