Using IBM Watson's advertising products, it's running a campaign that spits out personalized travel recommendations and tries to get people to click through to its site and book rooms by asking them about their travel plans.

Best Western also used AI last summer with an ad that supplied discounts and tips in response to questions like, "Can I stay at the beach?" and "Can I bring my dog?" People spent one to two minutes per session with those ads - twice as long as the average time spent with other IBM Watson ads, according to Best Western.