Taking Market Share In A World of Goliaths
In an AI market seemingly owned by the tech giants, Digital Reasoning needed to take on Goliath IBM.
Coverage
alongside IBM Watson
Positioning
as a leading AI tech
Client
Digital Reasoning
Industry
Technology
Artificial Intelligence
Insights
With most of the media and market viewing IBM Watson at the de-facto AI technology, Digital Reasoning needed to inch its way into that coverage.
Idea
A conquesting PR campaign, ensuring Digital Reasoning was seen as a reputable competitor to IBM.
CONQUERING AI COVERAGE
To make sure Digital Reasoning appeared alongside IBM, we executed an aggressive reactive and proactive media program. The team formed relationships with reporters covering Watson and provided them with equally compelling Digital Reasoning case studies and commentary on breaking news, the progress of the AI market and current technology limitations. We also took a vertical-specific approach, pitching stories on the use of AI for better outcomes, including in healthcare, financial services and law enforcement.
IMPACT
The program successfully positioned Digital Reasoning as the leading alternative to IBM Watson, securing coverage alongside the Goliath in outlets including Wall Street Journal, Fast Company and CIO and headlines such as “Can IBM Watson Do It All?” and “The AI Fight is Escalating.”
