Designing and Launching an AI-Powered Marketing Assistant in 90 Days
Objective
To design and deliver a live demonstration of an AI-powered marketing assistant, showcasing IBM Watson's capabilities to enhance marketing strategies through audience segmentation, campaign planning, and predictive analytics.
Challenge
- Highlight Watson's AI capabilities in marketing.
- Be designed, scripted, and prototyped in under three months.
- Engage an audience of industry professionals and create a foundation for a future product.
Approach
Defining the Vision
Collaborated with IBM executives to conceptualize a marketer-focused AI assistant. Developed user journey storyboards and prioritized features like audience segmentation, social trend analysis, and campaign performance prediction.
Rapid Prototyping
Created medium-fidelity visual designs, developed an interactive script, and built a functional prototype to demonstrate real-time interaction with Watson.
Execution
Prepared the live demo, ensuring a seamless experience for the main stage presentation at Amplify 2016.
Results
Main Stage Success
- Delivered a live demo that captivated the audience, generating significant buzz on social media.
- Garnered accolades from industry experts, including positive feedback on Watson's ability to process big data through verbal commands.
Product Impact
- The demo laid the groundwork for the Watson Marketing Assistant, launched in 2017.
- The product eventually evolved into the Acoustic Marketing Assistant after being acquired in 2019.
Key Learnings
- Agile Execution Under Tight Deadlines: Effective collaboration and rapid prototyping were crucial to delivering on time.
- User-Centric Design: Early scenario testing and marketer interviews ensured the assistant addressed real-world needs.
- Scalable AI Frameworks: Focused on designing features that could be expanded post-demo for a full product release.
"The Watson demo was truly impressive—showing how AI can revolutionize marketing workflows. A game-changer for the industry."
Media Highlights
Social Media
"Impressive Watson demo with IBM Marketing Cloud. Natural language + creating a lookalike audience from existing data. #IBMAmplify #WOW"
"Amazed at #IBM Watson capabilities in sorting thru #bigdata via verbal commands."
Launch Video
Conclusion
This project exemplifies the power of combining strategic foresight, AI technology, and user-centric design under tight deadlines. It positioned IBM Watson Marketing as an innovative leader, paving the way for a groundbreaking product in marketing automation.
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