According to the writer's 2025 Generated AI Report, 73% of companies surveyed spend more than $1 million a year on AI, while 32% of C-Suite executives say they're not yet affected by significant revenue. While pressure on companies that evolve with the times remains huge, as we delve deeper into the age of AI, the gap between AI adoption and the outcome of its promises has become wider for many.
IBM has used this AI disillusionment to launch a new campaign to position high-tech companies as B2B partners in the era of enterprise AI. Developed by the IBM brand marketing team and creative agency Ogilvy, “Creating Smarter Business” demonstrates that instead of focusing on consumer AI applications and individual user productivity, Crospany has a more holistic approach to productivity, efficiency and agility.
Reset's Adam Heshemi, three broadcast ads, directed by Jeremy, Irony and Right There, discussing the disconnect between AI promises and the actual impact on business in the workplace. Spot concludes that “any business can use AI,” but IBM is helping clients “change the way they use it” thanks to narration from Lewis Hamilton, the F1 driver for IBM client Scuderia Ferrari HP.
The new work comes at a time when AI optimism appears to be at its peak and concerns about the “AI bubble” are rising. As the advertising industry itself is one of many who have burned out different sectors and stakeholders around AI over the past few years, the global executive creative directors of IBM, Lauren Costa and Denise Zurilgen at Ogilvy tell LBB that LBB is at the heart of creating this campaign.
“[It’s] “We can see the situation you are in and see the conversation you have. You're not crazy, the world is crazy and here it is. And this tracks that IBM's strength has always been. Seeing how new technology rebuilds your business and understanding how to help them apply it the right way.
“This moment of AI's madness-turned spread allows IBM to do its best. B2B technology experts don't respond, but they help you analyze the moment you're in and do what you need to do to make the most of it.”
Ogilvy and IBM conducted a panel of experts to reach honest fears about AI and Enterprise Tech implementation, revealing the “pressure pot” that business leaders live in.[It’s] Lauren and Dennis explain, “from an amazing place,” not just from their boards, but from their laws and compliance teams asking, “How are you using this safely and ethically?” Or from a consumer who mistakenly equates consumer capabilities with enterprise capabilities. ”
ECD said, “I could feel the narrowing down from all sides, and I could absolutely feel the need to empathize with that reality and understand and speak. What I'm seeing?”
This sentiment has influenced the film, giving us a glimpse into a conversation that challenges the idea of ”it's like something.” This required a “big strategic approach.” This is said to have evolved from IBM's 2022 evolution to “create a smart business” and “create a platform.”
More than just a spirit, this strategic refresh had to motivate the entire company and be viable for the sales force. “It gave our engaging and enthusiastic platform a solid next step. At the same time, let's really point forward to tell business leaders, “Hey, the way we don't work, we have to be smarter.” ”
The campaign also pays homage to the “resonant wit” of the previous landmark IBM campaign from the dawn of the internet age, comparable to the “resonant wit.” Bringing modern sensibilities, pace and pressure to new works, they describe Adam Heschemi's film as having “a walk-and-talk dynamic of “studio” and Meet Sorkin,” using constant movement to create a sense of urgency.
“Visually, we wanted to record a sense of almost claustrophobia, or we wanted you to be stuck despite your movements. “And we wanted to make it clear that these are not “bad” businesses experiencing these struggles. These are modern and sophisticated businesses that do a lot of things right. So casting, wardrobe, art direction, etc.
The broadcast spot debuted during the US Open and runs throughout 2025, with Digital of Of Of, Print, Web, Social and Digital Video. The campaign also marks the return of iconic IBM brand stocks, such as the Blue Bar (see top and bottom of each film's frame).
Lauren and Dennis say that even if optimism around AI is at its peak, the reality that AI is “nowhere” is coming anytime soon makes IBM's positioning absolutely important as B2B experts today and tomorrow.
“Let's create smarter business” is bigger than this AI moment,” they say. “Now we're focusing on the smartest ways to implement AI. Yes, but it's the first topic to put technology at the core of your business, such as AI, hybrid cloud and, in the future, quantum computing, to change the outcomes of your business.
“We are extremely excited about where this platform can head and we are grateful for the collaboration, partnerships and mutual excitement from our IBM clients.”
