IBM has introduced a new brand campaign titled “Let’s create smarter business,” aimed at addressing the challenges businesses face in adopting artificial intelligence (AI) at scale. The campaign, launched on September 3, 2025, highlights IBM’s focus on using emerging technologies to help companies become more productive and efficient.
The campaign is designed for the current era of enterprise AI and seeks to illustrate how businesses can move from small-scale AI pilots to solutions that provide value across their organizations. Developed by IBM’s Brand Marketing team in collaboration with Ogilvy, the initiative emphasizes IBM’s ongoing commitment to innovation for its clients and partners.
Three new broadcast advertisements are central to the campaign. These ads explore how AI, hybrid cloud, and quantum computing can transform business operations. The spots were filmed by Adam Heshemi for Reset and feature voiceover by Lewis Hamilton, a seven-time Formula 1 World Champion and Scuderia Ferrari HP driver.
IBM’s partnership with Scuderia Ferrari HP includes work as the Official Fan Engagement and Data Analytics Partner. Recently, IBM helped launch a redesigned Scuderia Ferrari mobile app that uses data and AI technologies to enhance the digital experience for fans. Similar technology is used by IBM clients in various industries to improve customer experiences, boost employee productivity, and support data-driven decision-making.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, said: “‘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, and deliver meaningful technology-driven gains that relieve the pressure of unmet expectations. This is more than a campaign. It’s a philosophy that IBM is embracing to transform companies into smarter businesses.”
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, and helping them turn complexity into clarity and technology into lasting impact. 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.”
