IBM Watson is an AI system that works with humans. But many didn't understand his capabilities or how he can make a difference to businesses. We needed to reach the new generation of IT buyers directly through unique consumer experiences and generate new leads.

So, we chose an unexpected industry for Watson to work in: fashion. Using visual recognition, Watson analyzed over 500,000 images from fashion archives and photos from prominent Instagram users to provide insights on next season's colours and styles. His insights helped Jason Grech, an Australian fashion designer to create the world’s first Cognitive Collection consisting of 12 stunning couture dresses.

The colection was launched at the opening gala of Melbourne Spring Fashion Week and the partnership was shared across Australian media. As a result, the press took notice and people around the world started to talk about the Cognitive Collection. In the end, the campaign generated new leads from fashion sellers to luxury goods businesses and generated new interest from traditional sectors too.