Through Watson Ads, Toyota harnessed the power of AI to engage and educate consumers about Prius Prime - addressing consumer questions, sharing new car information, and guiding decision making during the purchase consideration stage. Watson was trained on the product information and Toyota Prius Prime FAQs, and used natural language processing to enable 1:1 dialogue with users.

Conversations were driven through various inputs within the Watson Ads unit:

Front Screen Topic Buttons: Prompts users to explore key Prius Prime topics of conversation with Watson.

Watson Greeting: Watson greets the user based on time-of-day and prompts with further Prius Prime topic buttons.

In-Chat Buttons: After initial response, Watson always prompts the user with additional topic buttons, understanding the last subject discussed and continuing the conversation on related topics.

Freeform Chat: Users are prompted with auto-complete questions within the dialogue box, or can enter any question via voice or text by clicking the arrow to submit their response.

Post-Chat Modules: After users have engaged in conversation with Watson, they can learn more about the Prius Prime via branded post-chat modules:

--Prius Prime stats at a glance

--360 view Prius Prime modules

--Video player with fun, educational content

--Dealer locator tool, linking to Toyota.com with user location pre-populated

The campaign showed great results which also may help to inform Toyota’s future planning and strategies – from product to supply chain management to marketing:

-3x Google Rich Media Interaction Time Benchmark

-6K Total User Conversations

-Watson provided correct, high-confidence responses 99% of the time

-3 Interactions per Session for Big Web

-20% Increase in Purchase Consideration among M35-49

-37% higher engagement with audience-based location targeting than with other audience-based campaign targeting used