In this session...
Go behind the scenes of Who Is Watson, Transmission’s debut original documentary, and hear how its creators turned a complex AI innovation into a pop culture milestone.
Join us as we unpack the pivotal brand storytelling strategy that made IBM's Watson a household name, revealing how CMOs can take bold creative risks, leverage cultural platforms and shape narratives that break through in today’s oversaturated market.
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Before AI-dominated headlines, IBM’s Watson made history by winning on Jeopardy!, transforming what was designed as a complex business technology into a cultural phenomenon. This bold, unconventional move demonstrated AI’s potential to understand ambiguity, context and nuanced language, and turned abstract business technology into a cultural sensation.
This session takes you behind the making of Who Is Watson, a best-in-class B2B brand storytelling documentary, exploring how intentional narratives can shape public perception and elevate CMOs into cultural architects.
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What You'll Learn from This Session...
- Explore the importance of leveraging brand storytelling as a tool to building brands
- Gain insights on how marketers can leverage narrative-driven strategies to drive lasting culture relevance
- Discover the marketing story and strategic decisions behind a defining moment in AI and brand history
