Saturday 20 July 2019
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Dieste Provoke Weekly | Wait a Second, Are You Talking to Me?

Dieste Provoke Weekly | Wait a Second, Are You Talking to Me?

Hey Watson, What Does the Future of Advertising Look Like?

By Todd Lilly
Senior Digital Producer

Recently, we started to explore the idea of conversational ads — ads that talk with you, versus generations of broadcast style messages that talk at you. The topic had piqued our interest (as well as our clients’) so much so, that we felt like it was worth diving deeper. We invited Scott Navarro, IBM’s Global Agency Development and Partnerships Director, to come in from Chicago and tell us more about Watson, IBM’s infamous AI platform. If you don’t know Watson, you should get to know him. In his short life, Watson has schooled the champs on Jeopardy, wrote lyrics with Bob Dylan, and is digesting 8,000 academic papers a day trying to find a cure for cancer.

Scott joined us for a talk at last month’s Provoke University, our internal agency learning forum. Afterwards, we had an opportunity to sit down with Scott and ask him for his thoughts on IBM’s vision for Watson Ads. What interests us most is how Watson will bridge the gap between intelligence, humanity and cultural bias. This shift in advertising isn’t some futuristic dream…it’s already happening.

Join us as we give the floor to Scott Navarro.


What will advertisers need to consider?


What is Watson doing to address cultural bias in AI?


How do we get past cultural bias in AI?


Watch All Interview Segments


The core of what we do is the Provoke platform – a proprietary set of processes and tools that enable us to deliver work deeply informed by data, culture and consumer behavior. By zeroing in on the intersection of art & science, Dieste is constantly stretching the boundaries of quantitative storytelling.While we emphasize hard data, our adaptive process also makes us flexible and agile, traits that have given us an industry reputation for collaboration. Keeping the workflow moving at the ever-increasing speed of our consumers’ lives.In the end, we believe today’s most progressive clients are looking for two things: 1. Great ideas, regardless of where they can get them from; and 2. To work with people they like and are easy to work with.