IBM Uses the US Open to Pitch Watsonx to Consumers and Bring AI to the Masses

The tech giant activates at the tennis event, The Masters, Wimbledon and other high-profile outings to let decision makers try out its new toys

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For roughly three decades, IBM has spent its late summer with clients in Flushing Meadows, taking in U.S. Open tennis and showing off new technology. 

Even as it pitches artificial intelligence to business leaders in 2023, human-to-human interaction remains essential to its b-to-b success.

At this year’s Open, IBM has teamed with global creative agency partner Ogilvy to debut a campaign to formally introduce watsonx—the company’s business-focused AI and data platform launched earlier this year. The campaign’s two ads—”The Right AI” and “Transforming Business”—voiced by actor Oscar Isaac and directed by Bonaparte’s Mario Clement—explain why having relevant data matters in generative AI and how technology can increase output and grow a business.

The spots first appeared in late August as part of a campaign that included ads on broadcast channels, connected TV, digital video, podcasts, print, newsletters, social media and out-of-home elements, including digitally activated billboards at the U.S.



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