Global Markets

IBM launches Watsonx ad campaign to introduce AI platform for businesses

IBM has started the company’s first advertising campaign to formally promote watsonx, its next generation enterprise-focused artificial intelligence and data platform.Global business executives are still unsure about AI’s true transformational power and how to harness it.

The campaign aims to establish and distinguish Watsonx as a force multiplier capable of accelerating impact for global business leaders looking to employ AI solutions in new and inventive ways.

The two unique pieces use a fast-paced, multi-media style to deliver inspiration and direction around watsonx’s value proposition, while emphasizing the need of identifying the correct AI that will enable organizations to progress objectives and expedite workloads. These ideas are brought to life through various use examples that highlight the need of deploying AI that is trustworthy, targeted, and built on the greatest open technology available.

Businesses may use watsonx to design, implement, and manage both classic machine learning and generative AI that can be adapted to new circumstances by leveraging the best of IBM and open-source foundation models. Importantly, client data used to train models using watsonx is not held by IBM or shared with other organizations for future training purposes, ensuring privacy and security.As the advertisements show, watsonx is enabling organizations of all sizes to reap numerous benefits from generative AI, including automating customer response times, accelerating code generation, automating key workflows with digital labor in departments such as HR, application modernization, IT automation, and more.

“In this new era of AI, businesses require bespoke solutions designed for value creation,” says Jonathan Adashek, SVP of Marketing and Communications at IBM. That is why we created watsonx, an AI platform that harnesses the power of foundation models and machine learning in the most appropriate methods, trained on a company’s own safe data and suited to their specific requirements. With this new campaign, we’re underlining AI’s revolutionary capacity in business to quadruple production and, ultimately, help clients better their outcomes.”

“In today’s business environment, companies that implement trusted AI tailored to their specific needs will have the upper hand,” says Matt Curry, Global Creative Lead at Ogilvy. ‘watsonx your business’ is a campaign that attempts to clearly demonstrate how IBM can help organizations construct the proper AI for their business. It is a rung on the brand’s ‘let’s create’ platform. We wanted the art to feel creative, like AI, constantly changing and evolving.

The ad use innovative design language to highlight the benefit of watsonx – in one film, we use a slot machine approach to represent that utilizing the wrong AI is a gamble, while another employs a “x” wipe effect to demonstrate watsonx’s transforming ability. In print, digital, and out-of-home, we utilize what we term a ‘UI for AI,’ which includes aspects of the product UI in the content to demonstrate what it can accomplish. “We used AI to inspire or create different aspects of the work throughout the process,” Curry says.

The new television advertisements were directed by Bonaparte’s Mario Clement and were conceptualized and executed by the IBM Brand Marketing team and Ogilvy. Oscar Isaac, the Golden Globe-winning and Emmy-nominated actor and producer, gives the narration. The campaign is the next step in the evolution of “let’s create,” which debuted in 2022 as IBM’s most important brand initiative in more than a decade.

Broadcast, digitally activated billboards on-site at the US Open, out-of-home, linked TV, digital video, podcasts, print, newsletters, social, and high-impact display will all be part of the campaign.

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