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IBM's Watson explores its inner artist by writing a commercial for Lexus

Watson logo via IBM
Watson logo via IBM
Another industry may soon be replaced by robots - IBM's Watson AI scripted a 60-second commercial for luxury car brand Lexus. Watson was fed 15 years worth of award-winning commercials and was able to outline and script the basis of the commercial. After a bit of editing by IBM researchers, Oscar-winning director Kevin Macdonald shot the commercial after being convinced by the "melodrama of the story."

When it's not buying companies built on open-source software or shrinking computers to the size of salt, IBM is busy pushing the world closer to a machine-dominated apocalypse with Watson, one of the most advanced artificial intelligence programs in the world. Watson became famous when it thoroughly trounced Jeopardy! champions several years ago but has since been pursuing other ventures to keep itself occupied. Apparently, Watson has a certain flair for marketing.

Lexus released a minute-long commercial earlier today that was scripted by Watson and directed by Oscar-winning director Kevin Macdonald (The Last King of Scotland, One Day in September). IBM gave Watson access to Canne Lions-winning commercials from the last 15 years, which the AI then analyzed to create the most relatable and accessible commercial it could.

After writing an outline and a simple script, Watson handed off its creative vision to IBM researcherst and the director to clean up some of the rough edges. Macdonald and his team then turned Watson’s dream into reality, filming a 60-second spot titled Drive by Intuition.

Personally speaking, the commercial feels hoaky, but the fact that AI is getting to the point where it can effectively flex some creative muscle (with a small bit of guidance) is impressive. It seems that robots aren’t satisfied with taking over warehouse jobs; they're coming for writers next.

If Notebookcheck ever turns to robots for writing our news and reviews, we’ll be sure to put a disclaimer.

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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2018 11 > IBM's Watson explores its inner artist by writing a commercial for Lexus
Sam Medley, 2018-11-20 (Update: 2018-11-20)
Sam Medley
Sam Medley - Review Editor - @samuel_medley
I've been a "tech-head" my entire life. After graduating college with a degree in Mathematics, I worked in finance and banking a few years before taking a job as a Systems Analyst for my local school district. I started working with Notebookcheck in October of 2016 and have enjoyed writing news articles and notebook reviews. My areas of interest include the business side of technology, retro gaming, Linux, and innovative gadgets. When I'm not hunched over an electronic device or writing code for a new database, I'm either outside with my family, playing a decade-old video game, or sitting behind a drum set.