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IBM Has Introduced A New Brand Platform Along With A New Campaign – “Let’s Put Smart To Work”

IBM has announced a new brand platform to put smart to work and invites users to use IBM’s technologies to transform healthcare, retail, banking, automotive and other industries.

The new platform created by IBM is aiming to explain how technologies such as AI, Cloud, Watson, Blockchain and IoT can change our world in a better way when we use and apply them effectively.

Being the theme of IBM’s 2018 annual report and its Think conference as well, “Let’s Put Smart To Work” campaign is created by Ogilvy New York and will have seven spots running during Masters, which is one of the four major championships in professional golf in the US.

IBM has partnered with Masters for more than 20 years and pioneering the digital experience of golf, securing and analyzing the data that radiates from the course in real time.

This year, IBM will use its Watson technology to form personalized highlighted content at the event. With this new use of technology, artificial intelligence will be used to capture the spirit of the popular competition for the first time in its history.

Provided by Watson, named as “My Moments“, the experience will enable golf fans to receive a customized digital content both on Masters.com and the Master apps, depending on their favorite players.


When it comes to how this experience will be enabled, IBM explains the process further in its official website; From watching hundreds of livestream videos from the competition to listening to the audio track for the roar of the crowd.

In addition to mentioning IBM Watson and Masters, each of the “Let’s Put Smart to Work” campaign ads includes different essentials of smart technology. Topics included are Smart Security, Smart Farm, and Smart Insights.

Here you can watch a few spots:

IBM’s SVP and Chief Marketing Officer Michelle Peluso shared in an interview:

It’s such an interesting time in the tech space, but we really wanted to answer the question of, how are we making society, professions, humanity, all these things, better?

The idea is putting smart to work for all of us, not just some of us. Whether through our data or AI principles, shepherding this new technology and putting it to work is something that has to benefit all mankind, not just the few.

Explaining its smart technologies with pointing out how people can turn data into new ways of doing businesses, IBM celebrates smartness with its new campaign.

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