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IBM's O'Brien on the Watson AI Technology at the US Open(Audio) · Bloomberg Intelligence

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  Speaker 1: all right, thank you very much. Add them to hear
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  Speaker 1: I'm that's sub bloom Bread Business Flash. You're listening to
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  Speaker 1: Taking Stock with Kathleen Hayes and Pim Fox on Bloomberg Radio.
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  Speaker 1: I'm Kathleen Hayes, Pim Fox on vacation. It's a day
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  Speaker 1: two of our special live coverage here at the sixteen
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  Speaker 1: US Tennis Open. If I need to tell you, it's
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  Speaker 1: the Tennis Open. That just means you need to get
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  Speaker 1: out here one of these years for a really, really
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  Speaker 1: terrific event. Now we want to turn to the business
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  Speaker 1: side of this, the technology side. This is so important
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  Speaker 1: for the big sponsors that come to this event every year.
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  Speaker 1: Elizabeth the Brian joins me now program manager for Worldwide
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  Speaker 1: Sponsorship Strategy and Marketing. We're gonna talk now about the
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  Speaker 1: interactive technology is cooler every year that IBM has created
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  Speaker 1: for fans to use at the Open. Elizabeth, welcome, Thank you.
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  Speaker 1: So what is new this year? There's cognitive courts and
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  Speaker 1: IBM Watson is getting more involved than ever. So what's
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  Speaker 1: at the top of the list. What the big news
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  Speaker 1: really is IBM Watson playing a substantive rollout here UM,
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  Speaker 1: both for the U. S t A and with the
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  Speaker 1: fan experience. UM. Watson is UM a technology that's grown
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  Speaker 1: and had you know, five API s back when it
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  Speaker 1: won Jeopardy years ago, and now we're over forty a
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  Speaker 1: p I s UM and those are sort of pieces
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  Speaker 1: of function that Watson can do. And so Watson is
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  Speaker 1: looking at all the photographs that the usc A photographers
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  Speaker 1: are taking on the order of thousands during the tournament
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  Speaker 1: and identifying players and celebrities and tagging those so that
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  Speaker 1: the usc IT can actually publish those photographs out for
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  Speaker 1: all the fans much more quickly, UM and expediently. I
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  Speaker 1: guess uh. They're also Watson is also UM listening to
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  Speaker 1: all the video that's being shot, so player interviews, video
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  Speaker 1: feature segments, all the video on demand that goes on
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  Speaker 1: to the digital platforms, and UM creating transcripts of those
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  Speaker 1: videos so again they can post them more quickly. UM.
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  Speaker 1: And the third thing Watson's doing, and this is something
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  Speaker 1: that actually the public can watch Watson learned in this
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  Speaker 1: case is Watson is doing the guest information piece on
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  Speaker 1: the app. So if you come on site, you can
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  Speaker 1: ask questions in the guest information piece UM in natural language, saying,
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  Speaker 1: you know, where can I get a hamburger? And what
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  Speaker 1: about a drink? You know, so, so it understands the
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  Speaker 1: context of the second part of the question. In this case, UM,
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  Speaker 1: and Watson is learning as it UM answers questions, so
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  Speaker 1: we can answer basic questions. As it starts to get
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  Speaker 1: questions that it can answer, it will learn the answers
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  Speaker 1: to those and sort of grow its knowledge basis Okay,
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  Speaker 1: so big company like IBM, your your brand is very
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  Speaker 1: well known. You don't really need to show off your brand.
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  Speaker 1: People even know about Watson. So so what do you
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  Speaker 1: get out of this? Is this again to to to
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  Speaker 1: make sure people the kind of uh well healed people
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  Speaker 1: who are active and engaged and affluent enough to come
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  Speaker 1: out here and have a great time at the US
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  Speaker 1: Open are are connected to the brand. Is it because
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  Speaker 1: you can try things here that you apply to other
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  Speaker 1: business models. Well, all of the technology we bring here
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  Speaker 1: is used for businesses around the world. So just one
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  Speaker 1: example is um, you know Watson seeing and tagging photographs
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  Speaker 1: I was just talking about. That's the same technology we
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  Speaker 1: use to teach Watson how to read X rays and
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  Speaker 1: m r s. It's the same exact technology. So there's
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  Speaker 1: just a business application for an example. UM. But no,
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  Speaker 1: it's not just for the fans on site, although it
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  Speaker 1: does benefit the fans on site. Last year we had
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  Speaker 1: over sixteen million engagements or people engaged on the digital
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  Speaker 1: platforms versus in the neighborhood of seven hundred thousand who
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  Speaker 1: come on site here. So it's really to help expand
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  Speaker 1: the game of tennis and bring it to people wherever
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  Speaker 1: they are. Cognitive Court. How smart is this court? Everything
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  Speaker 1: is getting smarter than Mealizabeth now Cognitive Court is UM.
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  Speaker 1: It's an area that we have actually the first time
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  Speaker 1: we have fan activation on site so that people can
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  Speaker 1: go in and really experience Watson. Um. We get a
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  Speaker 1: lot of questions saying, where can I touch Watson? Where
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  Speaker 1: can I play with Watson? And so this is an
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  Speaker 1: example of sort of fun activations that can stimulate your
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  Speaker 1: imagination and make you understand what the technology you can do. Okay,
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  Speaker 1: how about social media and what is I mean that's
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  Speaker 1: something everybody does. What what is IBM bringing its special
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  Speaker 1: this year? Uh? Well Watson again, Uh, Watson doing something
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  Speaker 1: kind of fun in the Cognitive Court and online where
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  Speaker 1: you can do personality insights, So based on your social profile,
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  Speaker 1: you can actually see which tennis players are most similar
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  Speaker 1: to you, um, and uh, which celebrities might face similar
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  Speaker 1: to view. We're also uh making all of the insights
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  Speaker 1: from the stats and analytics and live matches share able,
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  Speaker 1: so you can actually go and grab infographics and stats
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  Speaker 1: and share them out on your social networks as well.
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  Speaker 1: So uh, in terms of the open versus other events
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  Speaker 1: that IBM gets involved into sponsors. What's special about it?
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  Speaker 1: What's different about it? Oh? Well, I mean there's nothing
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  Speaker 1: like tennis in New York? Right is the final Grand
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  Speaker 1: Slam of the year. Um, you know each we sponsor
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  Speaker 1: all four Grand Slams. Each one has a different personality
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  Speaker 1: and so you know, this is the New York event.
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  Speaker 1: For me, it's special. It's in my backyard. Who were
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  Speaker 1: written for On the men's side, if you think it's
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  Speaker 1: gonna take it, oh gosh, I really don't know. We'll
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  Speaker 1: have to ask Watson. Okay, I'm gonna come fine later
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  Speaker 1: you can. We can ask Watson. Watson. I'm sure we'll
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  Speaker 1: have a very good answer. I guess I'll ask you
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  Speaker 1: an easy one. Well, what's sounds so easy? On the
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  Speaker 1: women's side, um, I would I would go with Watson again. Okay,
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  Speaker 1: all right, okay, Watson, I'm coming to meet you. And
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  Speaker 1: mus is definitely smarter than me, that's for sure. It
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  Speaker 1: was both O Brien, thanks so much so then to
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  Speaker 1: get join us here at the US Open, Program Manager
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  Speaker 1: worldwide Sponsorship Strategy and Marketing for IBM, one of the
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  Speaker 1: big big sponsors here at the US Open every year.
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  Speaker 1: at the markets, and a whole lot more. I'm Kathleen Hayes,
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