IBM Airs Two New Ads During 2016 Oscars

IBM is debuting two ads starring filmmaker Ridley Scott, actress Carrie Fisher and its Watson cognitive computing system during the Academy Awards broadcast Sunday night.

In one spot, Watson talks to Mr. Scott — director of best-picture nominee “The Martian” — about visual storytelling.

In the other spot, actress Carrie Fisher (from “Star Wars”), leads a support group for outdated robots and invites Watson to help them confront their issues.

“We have seen, through the very creative talent of Hollywood, a very different depiction of what artificial intelligence is all about,” said Stephen Gold, chief marketing officer of IBM Watson.

“We want to dispel the dystopian view of artificial intelligence and show how individuals, organizations and professionals are using AI technology today to take on very important challenges and business problems.”

The ads were created by IBM’s agency of record Ogilvy and Mather. The budget was undisclosed.

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