Just in time for the July 4th holiday, Best Western Hotels & Resorts is expanding its partnership with with Watson Ads to engage travelers in AI-powered conversations that can help them make the most of this busy travel period.

“What Best Western is trying to do is help people with their summer travel,” says IBM Watson Advertising CRO Carrie Seifer. “And that’s the nature of Watson Ads — to be helpful and provide information people want. You can’t show up with an ad anymore that just tries to get someone to click and buy something. With this ad unit in particular, it has Watson information infused into the ad units so Best Western can have a two-way dialogue that shows the value of their service by going beyond just making a reservation at a hotel.”

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