Who Is... Watson? The Day AI Went Prime Time Is Here!
November 4, 2025 – It’s 2011. Harry Potter casts his final spell in theatres, Snapchat lands on smartphones, and IBM Watson does the unthinkable – beats us at our own game.
Today’s the day! After months of hard work, planning, and filming with some incredible partners, our short brand storytelling documentary, Who Is… Watson? The Day AI Went Prime Time, is now live.
Who Is… Watson? is a presented by Transmission and tells the story of the real stakes involved in one of our industry’s most historic marketing stunts. We sat down with the business, marketing, and technology leaders involved in the Watson project to bring a human-focused spin to a story that centres wholly on a machine.
A story of innovation, AI, and prime time trivia triumph
Directed by award-winning filmmaker, Celia Aniskovich, Who Is... Watson? spotlights the marketing decision that shifted public perception of AI: to have Watson compete – and win – on gameshow, Jeopardy!
In 2011, the team achieved just that, defeating two of the show's foremost champions, Ken Jennings and Brad Rutter – transforming AI from abstract concept to concrete reality in the minds of millions watching.
This short documentary marks a pivotal step in Transmission's vision to redefine how B2B brands appear in culture, developing our agency's Brand Storytelling capabilities in line with the needs of an ever-changing market.
Watch 'Who Is… Watson?' now!
Want to watch the the short documentary, hear what the industry has to say, or catch a glimpse behind-the-scenes of the project? The Who Is… Watson? hub is THE place to go.
Watch 'Who Is... Watson? The Day AI Went Prime Time' here!
For everything else
Follow us on our social channels where we'll be sharing BTS snippets and exclusive insights from the project!
Media Requests: Jadyn Stutey / POV Agency (jadyn@povagency.co)