Subway is using an artificial intelligence tool from IBM, named WEATHERfx Footfall with Watson, to make ads based on the weather.
The AI uses machine learning to process weather, sales and footfall data collected at Subway outlets. Then, it customizes ads and promotions according to the data.
For example, the tool dropped ads for hot sandwiches during heat waves and instead focused on lighter options.
Results: Subway increased in-store footfall by 31% as a result of WEATHERfx Footfall with Watson. Subway also says it reduced advertising campaign waste by 53%, saving about 7.9 million impressions that ‘would have otherwise gone to waste.’