AI for Business

Education content franchise

As we rolled out watsonx, we needed to educate current and potential customers about the platform. Working with strategists and offering managers, I conceptualized a central space for education and conversation around AI. This launched a few months later as AI Academy, a content franchise aimed at C-suite and technical strategy directors. The series followed in the vein of Masterclass, using IBM SMEs across research, engineering, AI ethics and specific use case offerings.

In partnership with content strategists, we developed a multi-track episode schedule. Season 1 began with general info helping companies understand fundamental AI concepts and how they could be leveraged for business. As the season progressed, episodes contained more granular and technical data to help C-suite executives implement AI in their own organization.

The set design had to be warm, modern, and inviting; a central home for learning and discussion. It also had to be a manifestation of the IBM brand. Using inspiration from the minimal renderings of Mies van Der Rohe, we partnered with our environments team to create an open space based on the architectural pavilion concept.

Warm, modern wood walls, and a minimal layout punctuated by greenery and sparse leather seating gave a sense of warmth. A minimal ceiling grid and gridded screens for separating the space added subtle technical details. This confluence of the technical and the human is core to our approach to AI.

We enlisted our agency partner StoryTK in the development of visuals and animations explaining AI concepts, methodologies and technologies in simplified graphics. These visuals were used downstream in guidebooks and explainers, giving them utility beyond the video series.

Throughout the AI for business masthead, we made specific design strategy decision meant to elevate the offering. We jettisoned the purple IBM had long used to signify AI. Instead, core IBM Blue 60 was used, elevating AI to the level of the brand. Color palettes were reduced so the primary color dominated, making it clear that AI is IBM at its foundation.

Smart Talks

Podcast series, hosted by Malcolm Gladwell

The format allowed for an open dialogue with the audience, including a live Q&A where clients and the technical community were able to ask about pressing topics relevant to their business or industry.

After each event, a reception was held for specific members of the public, the IBM client base, influencers and press. Malcolm and IBM execs were made available for continued dialogue.

The numbers have been off the charts. IBM video Smart Talks have been a resounding success, with broad audience reach. The AI-focused events and content have been in high demand, and offer us the ability to highlight our ethos, approach and forward vision for the future of AI for Business.