IBM has announced an ambitious new initiative aimed at bridging the gap in AI adoption among businesses with its latest brand campaign, "Let’s create smarter business." This multi-platform effort addresses the complexities businesses face while transitioning from AI experimentation to implementing practical solutions that can significantly enhance productivity and efficiency.
At the core of the new campaign is the voice of seven-time Formula 1 World Champion Lewis Hamilton, who underscores the theme that AI, hybrid cloud, and quantum computing can transform business operations. The television ads, produced by IBM in collaboration with Ogilvy, are set to debut during high-profile events like the U.S. Open in 2025, showcasing IBM’s commitment to innovation tailored for the modern enterprise landscape.
Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, emphasized the campaign’s dual purpose: “’Let’s create smarter business’ communicates our ability to equip business leaders with the right perspective and products that will bridge the AI adoption gap, and deliver meaningful technology-driven gains that relieve the pressure of unmet expectations.” This commitment is particularly vital for small business owners who may struggle to fully harness the potential of AI technologies.
The ads highlight practical applications of AI across various sectors, demonstrating how businesses can leverage IBM’s comprehensive solutions to improve customer experiences, boost employee productivity, and make informed, data-driven decisions. With AI and analytics becoming essential tools in competitive markets, small business owners may benefit from integrating these technologies into their operations. For example, the campaign’s focus on enhancing customer engagement through newly designed applications showcases how leveraging AI can reimagine traditional business models.
However, while the potential rewards are significant, there are challenges. Many small businesses may feel overwhelmed by the prospect of integrating advanced technologies into their existing structures. The campaign seeks to address this by promoting a philosophy of simplification. “Let’s create smarter business” aims to demystify AI, offering clear pathways for businesses to navigate their digital transformations. Liz Taylor, Global Chief Creative Officer at Ogilvy, remarked, “This is about understanding the real pressures business leaders face, helping them turn complexity into clarity and technology into lasting impact.”
For small business owners, understanding the nuances of incorporating AI solutions may prove crucial. While these technologies can streamline operations, they also come with the need for investment and comprehensive change management strategies. Adopting AI solutions often requires training and support, which can be daunting for smaller firms with limited resources.
The campaign builds on IBM’s previous themes of "Let’s create," showcasing a refresh of brand symbolism, including the iconic blue bars associated with PBS. By aligning with cultural touchstones like Formula 1, IBM positions itself as not just a technology provider but a partner in progress. Small businesses looking to innovate may find the campaign’s visibility and credibility helpful in justifying investment in AI technologies.
As IBM prepares for the full rollout of the campaign throughout 2025, small business leaders would do well to consider how these advancements can be personalized to fit their unique needs. Exploring partnerships with providers like IBM could offer tailored solutions that make AI more accessible and manageable.
For further details, and to access resources that can guide AI adoption, small business owners can visit IBM’s website. As the landscape of business technology continues to evolve, embracing these innovations could help bridge the gap between traditional practices and modern efficiency. For more information, visit the original press release at IBM Newsroom.
Image Via BizSugar
