At the Adobe Summit in Las Vegas, IBM (along with its partner, Adobe) showed everyone what happens when AI goes fishy. The “Fishy Fish” (created with the help of Adobe Firefly) not only took over the Sphere, they infiltrated the summit, appearing at IBM’s booth, OOH, keynote presentations, and even a digital experience that let attendees “catch” the fish and the AI education points they represented. The whole campaign supported IBM and Adobe’s main message, Trust What You Create — an important reminder to all the brands that are now using AI more and more to put content out into the world.
