IBM: Let's Put Smart to Work

Client: IBM
Date: Apr 2018
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IBM has introduced a new narrative and brand platform, ‘Let's Put Smart to Work’ and is using its supercomputer, Watson, to create personalized highlights at the Masters golf tournament.

The new campaign invites users to "put smart to work" to transform healthcare, retail, energy and other industries. It also invites the world to apply Watson, cloud, blockchain and security to change how we fight disease and hackers, produce coffee and save rhinos.

This year at the Masters, fans will have an automated, personalized highlight reel service available on and the Masters apps. Enabled by Watson, ‘My Moments’ gives fans a customized digital experience based on their favorite players, as well as the last time they visited one of the Masters digital platforms.

The feature fills viewers in on the moments that they care about in the context of the overall tournament and the players they select as their favorites. In addition to ‘My Moments,’ Watson will also help the Masters editorial teamwork at scale by watching all the live-stream video and separating the potential clips by recognizing the beginning and end of a particular player’s shot. Watson will identify the player in the clip, the hole he is on, and which shot he is taking. Watson then further analyzes the video for player gestures, emotion, commentator and roar of the crowd and determines an overall excitement level for the shot.

The ‘Let’s Put Smart to Work’ ads each address a different element of smart technology, including how farmers are putting smart to work using satellite imagery, weather data and AI to help monitor soil moisture levels and increase their yields, and how security experts are putting smart to work to protect businesses from cyber attacks.

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