David Ogilvy's first interview since he died? Possibly not but this film shows how IBM Watson brought his ideas back to life
The Drum has created a short documentary in which IBM's artificial intelligence technology Watson deciphers insights from the writings of the father of advertising, the late, great David Ogilvy.
Having last week published an AI interview piece which saw industry luminaries such as AirBnB’s Jonathan Milldenhall and Engine Group chief Debbie Klein pose questions they would have liked to put to Ogilvy, and where IBM Watson’s ability to understand context and natural language enabled it to return appropriate Ogilvy ‘responses’, the making-of video explaining the process of making the idea a reality has now been released.
Also featuring insights from partners involved in the creation of the feature – which is published within the current issue of The Drum and which was edited using artificial intelligence technology – the video demonstrates the potential Watson has to help marketers quickly garner insights from huge pieces of data.
Stephen Lepitak, editor of The Drum, explained: “When we knew that it was possible for Watson to help us ask questions of David Ogilvy through the insights that he left behind, we decided to document the project while having a little bit of fun at the same time involving a double robot. Thanks to Engine Group too for being patient with us while filming around their offices. I'm sure a few people wondered what we were up to that day.”
The video was premiered at Cannes, while a panel was held discussing the magazine and the possibilities that AI has for the future of marketing.
Further insights on AI and marketing will be held during the forthcoming event the Future of Marketing, taking place in London on 30 June.
Other episodes in the series
Episode 1
Behind the scenes of Nickelodeon's 'ridiculous and rude' new web series ‘Tinkershrimp & Dutch’
Nickelodeon is no stranger to original programming, and now the Viacom-owned channel has launched its first UK interactive digital series, ‘Tinkershrimp & Dutch’.
Episode 2
Watch The Drum's Do It Day documentary: 24 hours to change the world
The Drum's short film 'Do It Day - 24 hours to change the world' is now live after being given its premiere at Advertising Week this morning.
Episode 4
Canals, coffee shops, creativity: Is Amsterdam the marketer’s Shangri-La?
As The Drum launches its 2016 supplement all about Amsterdam, we talk to the creatives – both ex-pat and local – that form the city’s marketing scene.
Episode 5
The Automation of Creativity: How man & AI will work together to improve the ad industry
In a quest to understand the role of artificial intelligence (AI) in advertising, The Drum, in partnership with Teads, has unveiled a new documentary, The Automation of Creativity, shot in Tokyo, London and Amsterdam.
Episode 6
Sport & Scandal: The Evolution of Sports Sponsorship – a new documentary from The Drum
What happened to sprinter Ben Johnson, one the world’s most infamous athletic dopers? It may have taken thirty years, but he’s back in the public eye fronting a campaign for sports brand Skins.
Episode 7
Mr President brainstorms the saddest ever festive advert | Christmas in Ad Land
Brands and consumers love an emotional, heart-warming Christmas weepie, but what’s the secret formula to getting those tears rolling? In The Drum’s latest documentary series, Mr President’s team finds out.
Episode 8
J. Walter Thompson London rebrands Christmas Eve as Zip It Day | Christmas in Ad Land
Christmas Eve – a day of excitement for family and friends the world over since circa 336AD, and clearly overdue for a zip-themed rebrand. Follow the team at J. Walter Thompson as they launch Zip It Day on 24 December, as part of The Drum’s documentary series Christmas in Ad Land.
Episode 9
Gravity Road hits the streets to crowdsource a thoroughly millennial Christmas | Christmas in Ad Land
Roaring fires, roast dinners, frankincense and myrrh are out – Santa’s topknot, reindeers on Snapchat and festive cockapoos are in! That’s according to Gravity Road’s comprehensive ‘millennial’ street research, recorded as part of The Drum’s documentary series Christmas in Ad Land.
Episode 10
Behind the beat of The Drum: the story of our drumline, Harlem’s Marching Cobras
You know that band of percussionists you always see making noise at The Drum Awards? The ones we’ve taken to Austin and New York, and soon will be marching down La Croisette in Cannes too?