The CEO’s Guide to Generative AI

IBM and Weber Shandwick MENAT

IBM’s research into AI goes back to the 1950s. But in 2023, the region was gripped by a new concept – Generative AI (GenAI). Our research suggested that many business leaders knew the time to act on GenAI was now. Their challenge was not the why, but how?<br />Our campaign put a spotlight on the struggles business leaders face in deploying GenAI, while contributing to demand generation for IBM’s new watsonx AI platform. We achieved this by positioning IBM as the definitive CEO guide on GenAI and advocating how “responsible AI is responsible business”. <br />Our earned-first B2B campaign contributed to 15 GenAI pilot projects being commissioned for watsonx, a string of new AI partnerships, and nearly a 100% jump in IBM AI stories y-o-y.