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.