IBM Launches Campaign to Bridge AI Adoption Gap with Hamilton

IBM has unveiled its latest brand campaign, titled “Let’s create smarter business,” aimed at addressing the challenges businesses face in integrating artificial intelligence (AI) into their operations. Launched on September 3, 2025, this initiative emphasizes IBM’s commitment to enhancing productivity and agility through innovative technologies.

The campaign highlights the transition that business leaders must make from experimental AI projects to effective, organization-wide implementations. It showcases how IBM’s solutions, including AI, hybrid cloud, and quantum computing, can significantly improve operational efficiency. The campaign was developed in collaboration with the marketing agency Ogilvy and features three television advertisements narrated by seven-time Formula 1 World Champion and Scuderia Ferrari driver, Lewis Hamilton.

In addition to the advertisements, IBM introduced a redesigned mobile app for Scuderia Ferrari, which leverages AI and data technologies to enhance the digital experience for fans. This advancement reflects IBM’s broader strategy to help clients across various sectors improve customer interactions and make data-driven decisions.

Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, stated, “‘Let’s create smarter business’ communicates our ability to equip business leaders with the right perspective and products that will bridge the AI adoption gap.” He emphasized that the campaign signifies a philosophy IBM embraces to transform organizations into smarter enterprises.

Liz Taylor, Global Chief Creative Officer at Ogilvy, added, “‘Let’s create smarter business’ is a fresh articulation of what IBM does best: understanding the real pressures business leaders face.” She noted that the campaign aims to address the disillusionment surrounding AI and presents IBM as a solution-oriented partner.

This new campaign serves as a strategic evolution from IBM’s previous “Let’s create” initiative, launched in 2022. It also marks the return of recognizable elements of the IBM brand, including the iconic blue bars. The advertisements will debut during significant events such as the US Open and will continue throughout 2025 across various platforms, including digital media, print, and social channels.

IBM remains a leading provider of hybrid cloud solutions and AI technologies, serving clients in over 175 countries. The company helps organizations optimize data insights, streamline processes, and maintain a competitive edge in their respective industries. With a strong commitment to trust and transparency, IBM aims to support critical infrastructures, including finance, healthcare, and telecommunications, in their digital transformation journeys.

For more information about IBM’s initiatives, visit their website at www.ibm.com.