In the exponentially growing world of technology, products must be easy to grasp before they can be fully trusted, that is where celebrity marketing comes in.
Many companies have adopted artificial intelligence (AI) and cognitive cloud technology, allowing them to implement software API’s and frameworks to increase internal efficiency. Unlike the technology used for the consumer products Apple Siri or Amazon Alexa, cognitive computing technology uses data mining, pattern recognition, and natural language processing to mimic the way the human brain works.
Despite negative stigma of these technologies, powerhouse tech brands Dell and IBM are paving the way for a tech friendly mindset for all, and not just business insiders.
How are they doing so? By partnering with celebrities that exude a suave sense of authority.
Other than tech insiders, no one truly understands how applicable these technologies can be. In fact, those who are aware of AI are fearful of what the technology can do. According to a global Pegasystems study, 72% of respondents indicated some level of fear of AI and 25% feared that the technology could eventually take over the planet.
Dell Technologies no longer stands for a desktop computer. The company has expanded to information security, business analytics, virtualization and cloud computing. To help make the brand more palatable for the average consumer, Dell debuted “Let’s Make It Real” starring actor Jeffrey Wright. Following his role on the critically acclaimed sci-fi hit West World, Wright was a great fit to unveil the true magic behind Dell Technologies. Wright’s soothing voice and calm demeanor helped emphasize the message that reality is not all that far from our wildest fantasies.
Ultimately, this technology is being utilized in ways that can really help the day-to-day life. Uber is now pre-packaging machine learning algorithms to service their app developers, making the app as route efficient as possible. Software companies SAP, Deloitte, and IBM have all extended their cognitive clouds to partner with companies to aid in areas such as personal tax services and sales efficiency.
IBM strives to achieve brand appeal among the average consumer with the help of their cognitive pal Watson. When Watson isn’t utilizing its cognitive capabilities to predict weather patterns or compile cancer research, it is helping consumers file their taxes. Prior to the Super Bowl, H&R Block partnered with Jon Hamm, the debonair actor of Mad Men fame, to help show how Watson can make filing taxes personal and simple.
The first set of ads featuring Hamm were intentionally humorous to get consumers to engage quickly with the product and “get their taxes won”. Hamm eventually lent a more serious tone in later spots to shed light on the importance of Watson’s expertise. Kathy Collins, H&R Block’s CMO said that Hamm’s range is what really made him the perfect tax-season spokesperson.
In order for tech brands to be digestible to the “non-techie”, they must relay their complex messages through trustworthy celebrity figures.
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