What makes an AI campaign demonstrate real capability?

An AI campaign demonstrates real capability when the technology performs a visible, meaningful role in an activity audiences want to join. Give the AI a task that connects its capabilities to the campaign's purpose, so audiences can engage with what it does rather than encounter a separate technical claim.

Give the AI a meaningful job in the campaign

Give the AI a meaningful job in the campaign, with a task that connects its capabilities to an audience's interests. For IBM and Wimbledon in 2017, the campaign concept put IBM Watson into the public debate around "What makes great?", inspired by Wimbledon's "In pursuit of greatness" brand promise. Watson joined and helped lead the debate, drawing on data captured during IBM's longstanding Wimbledon partnership and insights informed by live social listening. Enterprise-level AI therefore had a role within the audience activity, rather than appearing only as a technical claim alongside it. The campaign generated global engagement and media coverage during the tournament. The practical principle is to make the AI's contribution relevant to both the audience's participation and the capability being demonstrated.

Sources: IBM and Wimbledon: Ongoing Campaign Involvement, A game plan for success: how B2B brands can tap into the spirit of sport

How The Frameworks helps

Demonstrating AI capability through campaigns

Your audiences need a credible basis for judging what your AI offering can do. The Frameworks works with you to connect the claims you want to make with use cases, achievements and working technology that can support them. For an AI campaign, it focuses on the relationship between your proposition, the evidence and the audience's understanding of the application, rather than treating technical novelty as the message. That gives the creative work a basis in demonstrable capability and the commitments behind it.

The Frameworks delivers campaign narratives and copy, visual campaign executions and interactive AI experiences that make your capabilities understandable and tangible. These bring explanation and demonstration into a coherent campaign, so you can show prospects and partners what supports your claims, communicate responsible practices alongside technical capabilities and give your sales teams concrete evidence to use in conversations about the offering.

Let’s talk about demonstrating your AI capabilities 

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