Who is...
Watson?

The day AI went prime time

A short doc about IBM’s magic marketing moment, presented by Transmission.

It’s 2011.

Harry Potter casts his final spell in theaters,
Snapchat lands on smartphones,
and IBM Watson does the unthinkable
– it beats us at our own game.

This is how IBM’s marketing leaders made one bold move that turned AI from abstract business technology into burning cultural sensation.

Who is...
Watson?

Watch the doc

A story of innovation, AI, and prime time trivia triumph

Who is… Watson? tells the inside story of how IBM Watson captured the imagination of millions around the world, turning a technological breakthrough into a global cultural moment.

In 2011, Watson competed on Jeopardy! and made history by defeating two of the show’s greatest champions. This film shows how it happened, covering the real stakes involved for a team determined to balance engineering innovation with emotional resonance.

Enjoy a monumental example of creating brand-building magic through culture: picking the stage, showing the risk, letting the marketer lead, and making emotion do the heavy lifting.

The team behind it all

Celia Aniskovich

Director,
Dial Tone Films

David Reid

Executive Producer,
Transmission

Dave Ferrucci

Former Lead Researcher,
IBM

Ben Altarescu

Producer,
Bows & Arrows

Ricky Abbott

Executive Producer,
Transmission

Josh Chertoff

Producer,
Bows & Arrows

Sam Palmisano

Former CEO,
IBM

Jon Iwata

Former Chief Brand Officer,
IBM

“

Today, AI is everywhere – but back in 2011, it was still a mystery to most.

This was one of the first times technology showed it could evoke something deeply human. Our story explores the emotion behind that moment and the journey that led to it.

Celia Aniskovich

Director at Dial Tone Films

We created Who is... Watson? to put heart back into B2B – moving past transactions to tell stories that connect emotionally and culturally. More than a look back at a legendary brand moment, the film is a blueprint for how intentional storytelling can shape public perception and elevate bold ideas from CMOs into cultural touchstones. IBM Watson’s debut on Jeopardy! gave us the perfect stage to prove it.

David Reid

VP, Global Growth at Transmission

[Watson playing Jeopardy!] actually demonstrates what Transmission itself is doing by underwriting this film. I did not know of them before they came knocking on my door to make this documentary. I wish I had known of them earlier. Most firms use marketing money to talk about themselves and their capabilities. Watson playing Jeopardy! was an example of IBM, not talking about its products and its capabilities, but in a way talking about its capabilities and also making a market.