International Business Machines Corp. (NYSE:IBM) has come up with an artificial intelligence powered digital advertising platform based on its Watson technology. It calls the platform Watson Ads and the service is expected to roll out in the fall. IBM has signed up GlaxoSmithKline plc (NYSE:GSK), Unilever plc (NYSE:UL) and Campbell Soup Company (NYSE:CPB) as early brand advertisers to take advantage of Watson Ads.

According to IBM, Watson Ads will be able to respond to conversational queries. It can be thought of along the lines of Amazon.com, Inc. (NASDAQ:AMZN) Echo or Siri from Apple Inc. (NASDAQ:AAPL), which can receive voice commands while they respond in natural language.

In the case of Watson Ads, consumers will have the opportunity to have a natural conversation with ads so that they can obtain quick results. Conversations with Watson Ads can be through voice or messaging, but it is promising to replace legacy Web search.

Although IBM is casting its net wide with Watson Ads in the sense that it is targeting advertisers in virtually all industries, it looks like pharma companies could have an especially good benefit using Watson Ads as patients need information about the drugs that could help them. Perhaps it is no wonder that GSK has become among the first brands that will launch with Watson Ads in the fall.

OTC medicines

When it comes to pharma companies, IBM’s Watson Ads could be a great way to fuel the sale of OTC drugs and help consumers avoid common medication mistakes. The person asking about medication can also go ahead and generate information about the right dosage of the drug according to weight or age.

According to GSK’s Theresa Agnew, cognitive ads such as IBM’s Watson Ads will simplify access to information for consumers and enable them to make better decisions regarding their healthcare.

IBM’s Watson Ads may be the marketing response to the Internet of Things world.