The latest iteration of the brand’s “Let’s Create Smarter Business” platform, IBM's new campaign directly confronts the growing frustration, skepticism, and even doubt many enterprises face in realizing the full potential of their AI investments. The spots dramatize the familiar frustrations of AI – such as slow time to value and integration headaches – by showing business decision makers trapped in heightened "alternative AI realities" where AI success comes at the cost of complexity, time and pressure to spend. The leaders only find clarity and relief when a colleague helps them ‘snap out of it’ back to their actual reality, where IBM’s smarter approach is already in place.