72% of Brazilians have never been to museums nor art institutes because they find them inaccessible. For the launch of Watson in Brazil, IBM collaborated with Ogilvy to create “The Voice of Art,” an interactive guide that lets people have conversations with work housed at the Pinacoteca de São Paulo Museum. Through an exclusive app, Pinacoteca’s visitors could talk to seven art pieces of the collection, asking them whatever they wanted, the way they wanted; the response was given by Watson through its Brazilian voice in real time.