IBM’s recent campaign, “Trust What You Create,” sheds light on the potential pitfalls of generative artificial intelligence (AI), as disclosed to Marketing Dive. The collaboration with Ogilvy showcased during the Adobe Summit, prominently featuring a 90-second takeover of the Las Vegas Sphere every 30 minutes over four days, underscored the importance of understanding and managing AI technologies.
In response to the expanding use of generative AI in advertising, IBM’s initiative aims to educate brand managers and CMOs on the risks associated with unregulated AI. By leveraging IBM’s Watsonx AI platform and Adobe’s Firefly, the campaign vividly depicted AI-generated errors, such as biases, data mismanagement, and hallucinations, through surreal visuals of goldfish morphed with digital anomalies.
Jonathan Adashek, IBM’s senior vice president of marketing and communication, emphasized the campaign’s objective of illustrating the consequences of AI malfunctioning and advocating for reliable AI solutions. Ogilvy’s global executive creative director for IBM, Denise Zurilgen, highlighted the campaign’s playful yet educational approach in addressing the need for trustworthy AI in brand management.
As marketing organizations navigate the complexities of generative AI, challenges such as job security and technological adaptation emerge alongside opportunities to enhance the creator economy. IBM’s campaign serves as a timely reminder of the importance of responsible AI utilization and the necessity of building trust in AI-driven marketing practices.
