Marketing is moving from programmatic to predictive, but what does this look like in practice? A future where it's possible to zero in on understanding consumer behavior and deliver relevant experiences, according to leading marketers from The Weather Co., BlackRock, TripleLift, Nielsen and 84.51 /Kroger featured in the video above. We also touch on the question of how organizations should recruit in the cognitive era, and the larger impact of AI across business and society. As Jordan Bitterman, CMO of The Weather Co., notes: "AI is one of those revolutions taking place. There are those who say AI is just a catch phrase … but that's how it starts."

The internet strongly agrees there's an artificial intelligence (AI) revolution going on, and it's come to pharma marketing. IBM Watson, the AI brain being infused all over healthcare, will form the backend of an interactive display ad for GSK Consumer Healthcare's Theraflu. The cold-and-flu product was one of seven brands, across four beta partners, to sign on with Watson Ads, an initiative announced this past summer by the Weather Co. -- an IBM property -- aiming to develop a new wave of ads that people will be able to communicate with. According to the firm, it marks the first consumer use of IBM's cognitive technology for advertising. "This is a whole new foray into marketing," says D. J. Reali, SVP, national ad sales for the Weather Co.

IBM Watson has talked tennis with Serena Williams and music with Bob Dylan. Now it wants to talk to you -- via online ads. The Weather Company, acquired by IBM in January, will begin bringing Watson-enhanced interactive advertisements to The Weather Channel and Weather Underground apps on Android and iOS and to weather.com and wunderground.com The ads, powered by Watson's artificial intelligence, will prompt consumers to ask questions such as "What would be good to cook for dinner?" or "Is this medicine safe for my child?" The first companies with Watson-enabled ads will be Campbell Soup, GSK Consumer Healthcare and Unilever.

Most people don't seem to want to click on Web ads. Do they want to talk to them? Maybe if Watson-- IBM IBM 0.65 % 's supercomputer perhaps best known for its Jeopardy prowess--was the one talking back? The media company, all of which was acquired by IBM last October except for its traditional TV channel, is planning to roll out digital ads that people can communicate with this fall. Using Watson's artificial intelligence software, advertisers will be able to produce display ads that invite people to ask Watson questions about their products, either by speaking or typing into a search box.

IBM Watson has talked tennis with Serena Williams and music with Bob Dylan. Now it wants to talk to you. The Weather Company, acquired by IBM in January, will begin bringing Watson-enhanced interactive advertisements to The Weather Channel and Weather Underground apps on Android and iOS and to weather.com and wunderground.com The ads, powered by Watson's artificial intelligence, will let consumers ask questions such as "What would be good to cook for dinner?" or "Is this medicine safe for my child?" The first companies with Watson-enabled ads will be Campbell Soup, GSK Consumer Healthcare and Unilever.

IBM's Watson, the computational genius that has bested "Jeopardy" champions, published a cookbook and even been unleashed in the fight against cancer, now has what is perhaps its greatest challenge: taking on the federal procurement morass. For years, government agencies have tried to find ways to make the purchasing process more efficient. But now the Air Force has come to the conclusion that humans cannot on their own manage the Federal Acquisition Regulation, 1,897 pages of the densest prose on the planet. The only way to navigate a stifling bureaucracy that virtually everyone agrees is broken is to turn to the power of the machine. The Air Force is working with two vendors, both of which have chosen Watson, IBM's cognitive learning computer, to develop programs that would harness artificial intelligence to help businesses and government acquisitions officials work through the mind-numbing system.