Watson: Transmission Is Doing It Part
November 25, 2025
Another dinobaby post. No AI unless it is an image. This dinobaby is not Grandma Moses, just Grandpa Arnold.
I read an article that stopped me in my tracks. It was “IBM Revisits 2011 AI Jeopardy Win to Capture B2B Demand.” The article reports that a former IBM executive said:
People want AI to be able to do what it can’t…. and immature technology companies are not disciplined enough to correct that thinking.
I find the statement fascinating. IBM Watson was supposed to address some of the challenges cancer patients faced. The reality is that cancer docs in Houston and Manhattan provided IBM with some feedback that shattered IBM’s own ill-disciplined marketing of Watson. What about that building near NYU that was stuffed with AI experts? What about IBM’s sale of its medical unit to Francisco Partners? Where is that smart software today? It is Merative Health, and it is not clear if the company is hitting home runs and generating a flood of cash. So that Watson technology is no longer part of IBM’s smart software solution.
Thanks, Venice.ai. Good enough.
The write up reports that a company called Transmission, which is a business to business or B2B marketing agency, made a documentary about Watson AI. It is not clear from the write up if the documentary was sponsored or if Transmission just had the idea to revisit Watson. According to the write up:
The documentary [“Who is…Watson? The Day AI Went Primetime”] underscores IBM’s legacy of innovation while framing its role in shaping an ethical, inclusive future for AI, a critical differentiator in today’s competitive landscape.
The Transmission/Earnest documentary is a rah rah for IBM and its Watsonx technology. Think of this as Watson Version 2 or Version 3. The Transmission outfit and its Earnest unit (yes, that is its name) in London, England, wants to land more IBM work. Furthermore, rumors suggest that the video created by Celia Aniskovich as a “spec project.” High quality videos running 18 minutes can burn through six figures quickly. A cost of $250,000 or $300,000 is not unexpected. Add to this the cost of the PR campaign to push Transmission brand story telling capability, and the investment strikes me as a bad-economy sales move. If a fat economy, a marketing outfit would just book business at trade shows or lunch. Now, it is rah rah time and cash outflow.
The write up makes clear that Transmission put its best foot forward. I learned:
The documentary was grounded in testimonials from former IBM staff, and more B2B players are building narratives around expert commentary. B2B marketers say thought leaders and industry analysts are the most effective influencer types (28%), according to an April LinkedIn and Ipsos survey. AI pushback is a hot topic, and so is creating more entertaining B2B content. The biggest concern among leveraging AI tools among adults worldwide is the loss of human jobs, according to a May Kantar survey. The primary goal for video marketing is brand awareness (35%), according to an April LinkedIn and Ipsos survey. In an era where AI is perceived as “abstract or intimidating,” this documentary attempts to humanize it while embracing the narrative style that makes B2B brands stand out,
The IBM message is important. Watson Jeopardy was “good” AI. The move fast, break things, and spend billions approach used today is not like IBM’s approach to Watson. (Too bad about those cancer docs not embracing Watson, a factoid not mentioned in the cited write up.)
The question is. “Will the Watson video go viral?” The Watson Jeopardy dust up took place in 2011, but the Watson name lives on. Google is probably shaking its talons at the sky wishing it had a flashy video too. My hunch is that Google would let its AI make a video or one of the YouTubers would volunteer hoping that an act of goodness would reduce the likelihood Google would cut their YouTube payments. I guess I could ask Watson when it thinks, but I won’t. Been there. Done that.
Stephen E Arnold, November 25, 2025
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