While Lego is noted for its iconic Lego brick, the toy giant is now tapping into artificial intelligence to better guide shoppers for the coming holiday season.
Driven by IBM’s new Watson Ads Omni, Lego customers will be able to start a conversation with an AI-powered Lego ad. After answering a few questions, customers will be guided to the best Lego gifts based on their perceived needs and desires.
The toymaker is the first brand to tap into IBM’s newest AI advertising solution, which is an extension of Watson Ads, the tech company’s ad unit that delivers hyper-personalization at scale. The ad was previously available only on The Weather Channel app and weather.com.
The AI is trained on the knowledge of 35 different Lego products, allowing it to create distinct, personalized responses to specific questions from consumers.
While many consumers are familiar with the 60-years of Lego’s two-by-four-inch brick, first made in a small Danish village in 1958, they may not be as familiar with the depth of the Lego line of products. AI is about to lead them through that maze.