Case Study: Havas achieves more personalized customer engagement with IBM Watson

Solving customers’ business challenges with IBM Watson® technology

Havas, a multinational advertising and public relations agency, was looking for ways to use AI and cognitive technology to create more personalized marketing for its own clients. Working with IBM and the IBM Watson platform, Havas saw an opportunity to turn data into more relevant customer experiences, including AI-based campaigns for clients like TD Ameritrade.

IBM helped Havas implement Watson-powered solutions such as Personality Insights, Natural Language Classifier, and watsonx Assistant to build personalized campaigns and the Watson education tool. The results included a 23% increase in brand consideration for TD Ameritrade, more time spent on its website, and improved customer engagement, while Havas also launched its own Arcadia service to scale consumer insights and bring new AI-driven offerings to market.

Havas

Jason Jercinovic

Global Head of Marketing Innovation