ADVANCING AI FROM VISION TO REALITY
The Brief
Incorporating decades of cognitive computing systems research, Loma developed and executed a communications program that framed the vision and advanced the mission of the largest AI program in U.S. history. It became the genesis of Apple’s SIRI.
The Client
Defense Advanced Research Projects Agency (DARPA)
The Challenge
The Personalized Assistant that Learns (PAL) was a DARPA program focused on improving the way that computers support humans through the use of cognitive systems. Envisioned as the first practical application of AI machine learning, it was designed to make military decision-making more efficient and effective.
Our mission: portray the vision, illustrate the system, track progress, and demonstrate performance to ensure PAL adoption. Given the emphasis on cutting edge artificial intelligence, the value proposition would need to be clear and credible.
The Approach
Encompassing expertise from 300+ researchers at 25 top university and commercial research institutions, we developed a communications program that framed the vision and documented success throughout a 5-year project path.
It began with a Loma-produced ‘Vision Video’ set in a near-future scenario where PAL was deployed and ultimately decisive. This succinct dramatization made the concept both real and immediate. We created an accompanying website populated with a wealth of relevant content to stakeholders and decision makers.
As the program progressed, we provided ‘proof of concept’ media that included additional video, digital, online and print content.
Measurable Results
Successfully fielded by the U.S. Army, PAL immediately saved time — and lives.
Following program launch, SRI International’s CALO technology at the heart of PAL was spun off to Apple for commercial application, where (through the nifty juxtaposition of a single letter) it became known as “Siri.” Who soon began to tell her own story.
Market Share
Devices
Languages
The Takeaway
Our ability to understand, arbitrate and integrate ideas from many participants has been key in speeding the development of critical solutions, services and strategies. Supporting DARPA’s Strategic Technology and Information Innovation offices, we’ve communicated ‘mission vision’ to technologists, customers and stakeholders from Silicon Valley to the White House.
As AI has expanded into the commercial world, we’ve kept pace. Our work for Microsoft, DXC Technology, the DHS Silicon Valley Innovation Program, National Science Foundation and others has helped explain (and explore) new technologies from promise to products.
“Your work was instrumental in our success.”
— Program Manager, DARPA