Havas Group, IBM introduce artificial intelligence practice
Havas Group has formed an agreement with IBM to form a new practice that will focus on the use of artificial intelligence systems in marketing. the practice, called Havas Cognitive, has been operating as a pilot project for six months. The practice will collaborate with clients to identify ways in which IBM's Watson AI technology can be applied to their marketing efforts, followed by software development and campaign execution.
During the pilot phase, the practice developed a marketing program for TD Ameritrade which monitored social media sites in order to analyze the sentiments of professional football fans nationally in the United States. The company used the data to select a "most confident fan" to feature in its brand engagement initiatives. According to the agency, this was the first ever program of its type.