IBM and Influential Launch AI-based Tool

IBM and data-based influencer marketing platform Influential have teamed up to launch a solution using AI to help brands identify those influencers who best align with their brand values.

The new Social Targeting solution, part of IBM's Watson Advertising suite of targeted products, uses natural language understanding to process and analyze social media data and identify influencers. The solution combines real-time campaign measurement across brand perception with analysis of consumer engagement, online conversations, off-line sales and foot traffic, to help gauge ROI. In addition identifies 'brand-safe' influencers by weeding out individuals with high profanity ratings, and then delivers 'tone appropriate' ads to people at the right time to help drive engagement.

Influential CEO Ryan Detert (pictured) comments: 'More than ever, brands seek to make sure every dollar spent drives a measurable return in the online and off-line world. Influencer marketing has evolved into a fully trackable channel that leverages suitable voices to speak on behalf of brands. We've seen how powerful Watson can be and are thrilled to expand our relationship with IBM Watson Advertising to bring this offering to even more brands and influencers'.

Web sites: www.ibm.com and www.influential.co .