Cognitive Cooking – IBM Watson

IBM Watson brings cooking into the cognitive age, as their supercomputer creates a menu live on Spanish media

IBM approached us to help position them as a pioneer in the new era of cognitive computing, where systems understand natural language as well as learn and process data more like a human. As part of the larger campaign we created ‘Chef Watson’. The IBM Chef Watson website allowed users to create unique dishes with IBM’s cognitive computing system, Watson (previously seen as the star of a special episode of Jeopardy!).

Winner of Best Campaign Iberia at the EMEA SABRE Awards

To kick off the campaign, we organised an event at a top cooking school in Madrid, and all eyes were on Chef Watson as he devised the first cognitive menu in front of audiences on Twitter, Periscope, Snapchat and Youtube. The attending journalists were stationed in the kitchen, on hand to help realise the menu once it was created by Watson, before being sharing the dishes and their reactions to tasting it.

An audience of almost 1 million

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