IBM Watson is a "platform for cognitive business" that collects consumer behavior data and lets marketing professionals engage with customers. The Weather Company, which is an IBM business that provides meteorological data, is using artificial intelligence via Watson Ads to gain a better sense of how to deliver relevant content to lots of consumers.
Cognitive business, or more specifically cognitive advertising, is being used to gather data from customer questions. Similar to how iPhone users can pose queries to Siri, Watson users can ask marketing-related questions and the AI platform will be able to accurately respond. Brands that have collaborated with this system include Unilver, Macy's, GSK Consumer Healthcare and Campbell Soup Company.
This gives consumers the opportunity to learn more about the product, while also providing marketers with added insight.