Anheuser-Busch had challenges during the planning of its Michelob ULTRA Chief Exploration Officer campaign, where entrants could win the ability to drive a camper through national parks for six months while hiking, enjoying nature, and snapping pictures for the company. Entrants wrote an essay of 500 words. Machine learning let the team reduce 98,000 applications to 20 favorites. One algorithm scored readability, and another tagged emotions. From these interviews, the group chose the best person to become the top Michelob ULTRA Influencer out of nearly 100,000 entries. The winner got $50,000 for expenses.