Why this Super Bowl ad is calculated to be the most influential

For many people, the Super Bowl is not just about sport; it’s about the advertising. This year a 60-second commercial for carmaker Kia has the backing of artificial intelligence to make sure it has most impact on social media. The ad, which features actor Christopher Walken, presents Kia’s mid-sized sedan as “the world’s most exciting pair of socks” in a world of beige socks. The power of the ad, however, is its collaboration with an artificial intelligence product called IBM Watson, which has used “natural language processing” to pinpoint the best influencers on social media to talk about the ad in a positive and authentic way. Watson was used by Kia to analyse the language used by social media influencers to find those whose online communication uses the traits that…


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