The primetime documentary highlighted connectivity that aligned with many of the GE pillars from healthcare technologies to powering cities and transportation. GE took messaging to the next level, running mini documentaries throughout all of the commercial space within Rise of the Machines. All documentaries were promoted throughout both GE and CNBC social channels. During the documentary airing, GE hosted a live Twitter Q&A with a GE Data Scientist to help personalize the conversation. The audience could engage with the Q&A directly through the show page on CNBC.

The business decision makers were engaged with the content in both the CNBC and GE documentaries, talking socially about the connectivity displayed in the airing. There was 1 tweet every 90 seconds, and 1 question answered in the live Twitter Q&A every 5 minutes. Rise of the Machines, fully owned by GE, drove a 20% higher rating than other recent CNBC documentaries, and additional GE documentary interaction was captured on YouTube reaching nearly 14,000 views.