Lego teams with IBM’s Watson software to create personalised gift recommendations.
Can’t make your mind up which Lego kit to go for? No problem. The Danish toy brand’s online and social media ads now offer AI-powered features that generate personalised gift guides.
The tech behind the ads is IBM’s Watson Ads Omni tool – AI software that uses natural language processing skills to create personalised responses to questions presented to users through the ads. The result is a personalised recommendation from 35 Lego products, all shoppable via a direct link.
According to IBM, this places Lego at the top of the pile of leading brands, 71% of which are still providing generic marketing messages.
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