IBM Watson Advertising and Ad Council Will Use AI to Help Brands Do Social Good

To help marketers leverage the power of artificial intelligence to its full capacity

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The deadline to apply for Call for Creative is July 10. - Credit by IBM Watson
Headshot of Mónica Marie Zorrilla

During Adweek at Home, a weeklong virtual gathering of marketing and creativity’s most influential voices that kicked off today and runs until Thursday, IBM Watson Advertising announced a new initiative that offers brands the power of data, insights and AI technology to help solve global challenges.

Randi Stipes, CMO at IBM Watson Advertising, explained that “Call for Creative” is IBM’s commitment “to help the advertising industry reemerge stronger from Covid-19.” Through this initiative, the tech company ultimately wants to demonstrate how artificial intelligence can drive positive change when used in a purposeful way, geared toward helping the ad industry get back on its feet after the detrimental effects of Covid-19.

IBM had debuted the award-winning Advertising Accelerator tools with Watson earlier this year and gave access to the Ad Council, which it is partnering with for this project. The Accelerator harnesses AI to “continuously learn and predict the optimal combination of creative elements to help brands deploy more effective digital campaigns based on key signals like consumer reaction, weather and time of day,” a statement from the company said.

Brands that leveraged Accelerator experienced a 25% increase in performance throughout a campaign along with a 10% lift in site visits after one week, the statement continued.


Complimentary trial access to Advertising Accelerator with Watson will be given to five nationally known brands on a first-come, first-served basis, which demonstrates a commitment to its use for campaigns that promote corporate social responsibility, the current health crisis, racial equality or any other social good. To be eligible, brands must be able to run these campaigns in the last two financial quarters of this year and must be willing to participate in a named case study.

Brand activation requirements include:

  • Run 7-10 million impressions at a national level (U.S. only) on The Weather Company properties.
  • Creative must be able to run cross-platform as 300 x 250.
  • Creative assets must be provided in the necessary format (three headlines, three CTAs, three backgrounds); exact specifications to be provided once participants are selected.
  • Brands must have a digital KPI (suggested simple/medium digital KPIs: CTR, cost per view, cost per lead, cost per visit, CPI, etc.).
  • Must use Accelerator pixel for tracking.
  • Campaigns must run for a minimum of four weeks; eight weeks is suggested maximum duration.

The deadline for applying for Call for Creative is July 10.

Moreover, in addition to Call for Creative, IBM is partnering with Adweek to launch the Institute for Brand Marketing’s third course “Technology and the Creative Process,” which helps “marketers obtain the skills and knowledge and confidence to navigate our ever-changing world,” Stipes said. The course is complimentary and more “snackable.”


@monicroqueta monica.zorrilla@adweek.com Mónica is a breaking news reporter at Adweek.
Publish date: June 15, 2020 https://dev.adweek.com/agencies/ibm-watson-ad-council-ai-brands-social-good/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT