AdWeek: “Condé Nast Has Started Using IBM’s Watson to Find Influencers for Brands”
New tag: #dystopia
It’s the most powerful AI ever created (by humans, anyhow). Let’s use it to connect brands with the best celebrities for their ad campaigns!
Using software built by IBM and Influential, Condé Nast’s clients will be able to know which influencer’s demographics, personality traits and more best align with a marketer and the audience it’s targeting.
“Within the dating sense of the word, we are matching people based on different data points,” said Influential CEO Ryan Detert. “We’re a matchmaker — just with multiple points of vetting.”
For example, if a brand wants to find somebody who’s adventurous, Watson — which can analyze the last 20,000 words and emojis an influencer has published — helps weed out those that are more prone to doing vlogs from their couch. If a brand wants to pitch an action film, they might input key words like “action” and “explosion” to see which influencers have used them the most. Once the data analysis is complete, Watson then picks out five, 10 or a few dozen candidates for humans to choose from. (A competitive analysis by Watson also looks at whether an influencer is already pitching products for related brands or if a person has ever been arrested.)
