How IBM's Watson Wrote Copy for a Toyota Campaign

Published on .

Toyota agency-of-record Saatchi & Saatchi Los Angeles is using what it calls "creative programmatic" in a new campaign for its RAV4 crossover vehicle.

The agency used the machine learning program from IBM known as Watson to power a highly targeted digital campaign. The campaign uses an algorithm to generate ad scripts based on the favorite activities of consumers.

Saatchi fed Watson the world's top 1,000 activities -- like biking, dancing and cooking -- and asked Watson to pair two activities that had low probabilities of being matched. The agency then used the pairings to create 300 unique videos, which are being targeted at users on Facebook and Instagram.

For instance, one video pairs the words "marathon" and "luge" and suggests the viewer try playing "win, luge or draw." On Facebook, that particular video would be fed to users who have exhibited an interest in marathons. Saatchi, which worked with a production company named Tool, shot some of the components separately and fed the scripts into a dynamic video-rendering platform called Imposium, which produced the final versions of the 300 videos.

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