Unruly turns bots onto campaign managers as AI shapes messages

February 21, 2017 10:00

News Corp video company Unruly has launched a targeting tool aimed at convincing buyers to double their consumption of products.

Unruly is using IBM’s Watson as part of its offer to advertisers.

Unruly’s global vivre president for insight, Ian Forrester, told Mumbrella the move to target advertising using IBM’s powerful cognitive thinking system Watson would give the video business the ability to isolate people who were only occasional purchasers.

He said the method of identifying light buyers would eliminate waste where brands were spending money to influence people who were already higher users of a product.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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