How AI Became The
Grammy’s
Breakout Performer
Client
IBM
Agency
Havas
Industry
Artificial Intelligence
Work Type
Live Event & Brand Activation
The GRAMMYs had the stars, the fashion, the sound. IBM had… data annotation. So we made some noise with GRAMMYConnect, an AI-powered second-screen experience that brought fans closer to their favorite artists in real time.
Situation
The GRAMMYs is a star-studded event filled with music, fashion, and unforgettable performances, broadcast to millions worldwide. IBM, better known for research and data annotation than red carpets, wanted to use the show to spotlight its newest AI, Watson.
Problem
IBM wasn’t the kind of brand audiences tuned in to see on music’s biggest night. To stand out, Watson had to connect emotionally with fans who cared far more about celebrities, spectacle, and sound than about artificial intelligence.
Idea
Transform a sponsorship into something immersive and music-inspired. We launched GRAMMYConnect, a second-screen web experience powered by Watson and driven by fan curiosity. Viewers could explore millions of AI-generated artist connections in real time—turning trivia into discovery.
Next
We built GRAMMYConnect as a sleek second-screen platform powered by IBM Watson, promoted it on-air during the GRAMMYs, and drove engagement through social media and GRAMMY artist partnerships before, during, and after the show.