Creating an Immersive AI Marketing Experience with Watson and Oblong
Objective
To design and deliver a fully immersive, interactive AI demonstration that highlights IBM's marketing technology capabilities in the Watson Customer Experience Centers, setting a vision for future product innovation.
Challenge
- Integrating gesture-based UI designed by Oblong Industries, inspired by "Minority Report."
- Fitting AI-powered features into a cohesive, engaging narrative for clients.
- Balancing abstract data visualizations with clear, accessible storytelling.
Approach
Concept Development
Designed an immersive narrative showcasing Watson AI’s capabilities, focusing on a cyclist purchasing a new bike frame and the marketing manager behind the campaign.
Interactive Design
Integrated gesture-based controls in partnership with Oblong, the creators of the visuals used in the movie "Minority Report", enabling participants to interact with 300º of video panels and AI-powered analytics in real time.
User Testing and Iteration
Conducted multiple iterations with Engagement Leaders, refining the demo narrative and improving the clarity of abstract data visualizations.
Launch and Impact
Debuted the experience at Watson Customer Experience Centers in San Francisco, Boston, and New York, captivating audiences and inspiring future collaborations.
Results
Client Engagement
- Received acclaim from Fortune 500 executives and global leaders.
- Fostered numerous partnerships across IBM and client organizations.
Product Vision
- Set the foundation for years of innovation in IBM’s marketing portfolio.
- Created a lasting impression of Watson’s potential in AI-driven marketing.
Key Learnings
- Seamless collaboration between design and technology is critical for immersive experiences.
- Abstract data visualizations must align with narrative clarity for effective communication.
- Gesture-based UIs can enhance engagement but require meticulous design and testing.
"They absolutely loved the meeting, and it will lead to so many collaborations across IBM and [client]! They were so impressed!"
Conclusion
This project demonstrated how AI, storytelling, and immersive technology can create transformative experiences that inspire clients and set new industry benchmarks. By focusing on innovation and collaboration, we showcased the future of AI-driven marketing.
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