What If? IBM

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As part of IBM's “Let’s create” platform, a new campaign centers on the question: “What if?” The campaign uses the visual of a question mark as a central motif and brings to life the spirit of IBM’s co-creation process. As IBM has always been a leader in emerging and game-changing technologies, the campaign utilized generative AI to help create a series of print ads around IBM’s AI-powered platform for the biggest golf tournament of the year, the Masters, (including AI-generated highlight commentary). The campaign also comes to life in four films posing real-life “What if” questions that inspired IBM and partners’ co-created solutions and innovations.


  • Advertising


  • New York
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