IBM Launches Multi-Platform Campaign Highlighting Real-World AI Transformation

IBM has unveiled its latest brand campaign, “Let’s create smarter business,” a global initiative designed for the new era of enterprise AI. The campaign highlights IBM’s innovative approach to applying emerging technologies to help organizations become more productive, agile, and efficient.

Positioned as a response to the mounting pressures business leaders face in moving beyond AI pilots to large-scale, real-world impact, the campaign was developed by IBM’s Brand Marketing team in partnership with Ogilvy. It underscores the company’s longstanding commitment to innovation and progress on behalf of its clients and partners.

A central element of the campaign is a new series of three broadcast ads that illustrate the transformative potential of AI, hybrid cloud, and quantum computing in reshaping how work is accomplished—from everyday service to complex operations at the core of business. Directed by Adam Heshemi for Reset, the spots feature narration by seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton. The collaboration builds on IBM’s role as the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP. Earlier this year, IBM launched a redesigned Ferrari mobile app powered by data and AI, redefining how fans experience the sport. These same technologies are now being deployed by IBM clients across industries to enhance customer experiences, improve workforce productivity, and drive smarter decision-making.

“Let’s create smarter business conveys our ability to give leaders both the tools and the perspective to close the AI adoption gap, enabling measurable gains while easing the pressures of rising expectations,” said Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications. “This campaign is a philosophy for turning businesses into smarter businesses, not just a message.”

Liz Taylor, Global Chief Creative Officer at Ogilvy, added: “This is IBM at its best—helping leaders navigate complexity, making technology practical, and turning it into lasting impact. We approached it with intelligence, simplicity, and a touch of charm, speaking to the skepticism around AI while reaffirming IBM’s ability to build what truly matters.”

The campaign represents a strategic evolution of IBM’s “Let’s create” platform introduced in 2022, and it reintroduces iconic brand elements like the blue bars. Through 2025, the new creative will be used on broadcast, print, web, social media, digital video, and out-of-home channels. It will make its premiere during the US Open.