IBM‘s Watson has struck again. The machine learning program, which has emerged as a popular tool for agencies and marketers, is powering a new highly targeted digital campaign for Toyota that uses an algorithm to generate ad scripts. Breaking this week, the campaign is the latest example of how Toyota agency-of-record Saatchi & Saatchi Los Angeles is using what it calls “creative programmatic.”
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Automation is happening, and it will bring substantial benefits to businesses and economies worldwide, but it won’t arrive overnight. A new McKinseyGlobal Institute report finds realizing automation’s full potential requires people and technology to work hand in hand.
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