Unanimous AI has often made headlines by using its Swarm AI technology to accurately forecast the outcome of events like the Oscars and the Kentucky Derby Superfecta. Last year, the Silicon Valley company correctly predicted TIME’s Person of the Year for the 2nd consecutive year, and the exact final score of Super Bowl 51. But this year, Unanimous has also turned the power of its predictive intelligence tool onto the advertisements that will accompany today’s big game.
Swarm AI technology works by combining the wisdom, intuition, and intelligence of human populations with AI algorithms to create optimized insights. For the Super Bowl advertising study, researchers used a special framework inspired by Northwestern University’s Kellogg School of Management ADPLAN rating system. The system was used to compare the effectiveness of advertisements that will be shown during the Super Bowl, assessing them on six criteria (Attention, Distinction, Positioning, Linkage, Amplification and Net Equity ) to determine their overall success. While researchers at Unanimous say their technology foresees a close game between the Patriots and Eagles, their findings reveal a clear winner for the best advertisement of the day.
Doritos and Mountain Dew teamed up for “Doritos Blaze vs Mt. Dew Ice,” to announce the arrival of two bold new flavors. The 60 second spot features Oscar winner Morgan Freeman and Peter Dinklage lip-synching to Busta Rhymes and Missy Elliot in an epic battle accompanied by the hashtags #spitfire and #icecold. The combination of these four legendary performers was enough to carry “Doritos Blaze vs Mt. Dew Ice” past stiff competition from M&Ms and Pringles to be deemed “Most Talked About.” The chip and soda collaboration was given an overall grade of “A” by the swarm, and received high marks across the ADPLAN criteria.
“The concept of swarm intelligence is incredibly cool,” said Margaret Johnson, Chief Creative Officer of Goodby Silverstein& Partners, the agency behind the winning commercial. “But I’ll really be impressed if it turns out the AI was able to factor in the difference between mental state of a group of NFL fans participating in a mid-week swarm and that of a nation of chip-stuffed, beer-infused football maniacs on game day.”
“With Swarm AI technology, we can more accurately predict how populations will react to media than old-school methods like polls or focus groups,” says Dr. Louis Rosenberg, CEO of Unanimous AI. “And not only can Swarm AI generate more insightful results, the process is faster, which is perfect for something as time-sensitive as Super Bowl ads.”
Take a look at the winning ad here:
Unanimous will be fielding swarms throughout 2018 to track the sentiment of the American public and to identify the trends and behaviors that are shaping our future. If you would like to stay informed of our research, sign up below.
Want to learn more about our Swarm AI technology? Check out our TED talk below…
