IBM Launches New Campaign to Bridge AI Adoption Gap in Business

IBM's New Campaign to Address the AI Adoption Gap

In a bid to help businesses navigate the complexities of AI integration, IBM (NYSE: IBM) has unveiled its latest brand initiative titled, "Let's create smarter business." This campaign is geared towards the evolving landscape of enterprise AI, emphasizing the essential role of innovative technology in enhancing productivity, efficiency, and organizational agility.

Addressing Business Challenges

The holistic campaign reflects on the myriad challenges faced by business leaders as they transition from experimental AI projects to tangible solutions that yield value across their organizations. Crafted through a collaboration between IBM's Brand Marketing team and Ogilvy, the campaign reinforces IBM's enduring commitment to innovation that aligns with the needs of clients and partners.

The initiative comprises a series of three broadcast advertisements, each showcasing the transformative power of expertly integrated AI, hybrid cloud computing, and quantum technology in optimizing business operations. The advertisements are directed by Adam Heshemi and feature the distinctive voice of Lewis Hamilton, a seven-time Formula 1 World Champion and Scuderia Ferrari HP driver, lending a unique flair to the campaign's messaging.

Technological Innovations in Action

As part of its commitment to delivering enriched customer experiences, IBM has also introduced a reengineered Scuderia Ferrari mobile application. This app cleverly combines data and AI to elevate the digital experience for fans of the racing team. These advanced technologies have become integral in helping IBM's clients realize improved customer interactions, unlock enhanced employee productivity, and make informed, data-driven decisions crucial for business success.

Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, articulated the essence of the campaign by stating, "'Let's create smarter business' epitomizes our capability to empower business leaders with the insights and tools necessary to bridge the AI adoption gap. This is more than a campaign; it represents our philosophy to convert challenges into meaningful, technology-led accomplishments."

Liz Taylor, the Global Chief Creative Officer at Ogilvy, further elaborated on the creative vision behind the campaign, stating, "This initiative smartly addresses the pressures faced by business leaders, translating complexity into clarity, and technology into lasting impact. We aimed for a message that resonates with the realities of AI's evolving conversation while also retaining a playful touch."

Strategic Evolution

The "Let's create smarter business" initiative is not just a one-off campaign; it marks the strategic evolution from the previous "Let's create" campaign launched in 2022. It also reintroduces iconic elements of the IBM brand, including the recognizable blue bars. Following its debut during the US Open in 2025, the campaign will extend its reach through a variety of platforms, including broadcast, digital media, print, web, social channels, and video content.

IBM's Commitment to Innovation

As a front-runner in global hybrid cloud solutions and AI consulting, IBM remains dedicated to assisting clients across over 175 countries in harnessing the power of data-driven insights. The company is trusted by thousands of enterprises in critical infrastructure sectors like financial services, telecommunications, and healthcare, providing them with the tools to expedite their digital transformations responsibly and securely. IBM’s commitment to trust and transparency, combined with groundbreaking advancements in AI and quantum computing, positions it at the forefront of the technological evolution.

For details on how IBM is transforming businesses through smarter solutions, visit IBM's official website.