• by Fern Siegel , September 4, 2025

AI is everywhere — the trick is how to use it effectively.

The Writer's 2025 generative AI survey found that 73% of companies are spending more than $1 million annually on AI, but nearly one-third of C-suite execs report a lack of significant revenue impact.

IBM approaches the realities of AI in three new spots. The campaign — "Let's create smarter business" — runs on broadcast, digital OOH, print, social and video for the rest of the year. It launched during the US Open.

Ogilvy produced the creative: Jeremy (AI Productivity), Right There (Data) and Irony (Automation).

The spots are an extension of "Let's create," a campaign that debuted in 2022. The new work suggests productivity will improve if AI, hybrid cloud and quantum are used in a smart way. The campaign also utilizes IBM brand equities, such as the blue bars.

Filmed by Adam Heshemi for Reset, the ads voiceover is by Formula 1 World Champion Lewis Hamilton.

"'Let's create smarter business' is a fresh articulation of what IBM does best: understanding the real pressures business leaders face, and helping them turn complexity into clarity and technology into lasting impact," said Liz Taylor, Global Chief Creative Officer, Ogilvy.

"Creatively, we wanted to keep it smart, simple and charming. There's a quiet cheekiness to it. We're speaking into the disillusionment that's crept into the AI conversation, and making it clear that IBM sees exactly what's going on — irony and all — and still knows how to build what matters," she added.