The suite of three tools helps retailers intake and process consumer information online to enable tailored, data-informed marketing campaigns

Companies are becoming less reliant on T.V. and print ads to market to customers and more reliant on advertising on social media platforms. The use of social media additionally enables access to consumer data that isn’t available through traditional marketing. To help business further use this data to improve their ad campaigns, IBM is offering three AI-enabled tools, streamlining the harnessing of information.

The first tool in the Watson Digital Marketing Suite, Watson Ads Omni, works like a chatbot: By asking questions of consumers it can create product recommendations for them. The IBM Media Optimizer uses artificial intelligence to optimize visibility of a given retailer’s advertisements. The third tool is called Predictive Audiences, and helps businesses to get an idea of what their ideal customer looks like.

According to IBM, “We live in a world that is increasingly connected, which is contributing to an explosion of data. New customer needs and expectations have forced brands to rethink how they engage with consumers using Artificial Intelligence.” The IBM tools are already improving ad campaigns for major companies like Subway.

IBM

Companies are becoming less reliant on T.V. and print ads to market to customers and more reliant on advertising on social media platforms. The use of social media additionally enables access to consumer data that isn’t available through traditional marketing. To help business further use this data to improve their ad campaigns, IBM is offering three AI-enabled tools, streamlining the harnessing of information.

The first tool in the Watson Digital Marketing Suite, Watson Ads Omni, works like a chatbot: By asking questions of consumers it can create product recommendations for them. The IBM Media Optimizer uses artificial intelligence to optimize visibility of a given retailer’s advertisements. The third tool is called Predictive Audiences, and helps businesses to get an idea of what their ideal customer looks like.