For roughly three decades, IBM has spent its late summer with clients in Flushing Meadows, taking in U.S. Open tennis and showing off new technology. 

Even as it pitches artificial intelligence to business leaders in 2023, human-to-human interaction remains essential to its b-to-b success.

At this year’s Open, IBM has teamed with global creative agency partner Ogilvy to debut a campaign to formally introduce watsonx—the company’s business-focused AI and data platform launched earlier this year. The campaign’s two ads—”The Right AI” and “Transforming Business”—voiced by actor Oscar Isaac and directed by Bonaparte’s Mario Clement—explain why having relevant data matters in generative AI and how technology can increase output and grow a business.

The spots first appeared in late August as part of a campaign that included ads on broadcast channels, connected TV, digital video, podcasts, print, newsletters, social media and out-of-home elements, including digitally activated billboards at the U.S. Open itself. What the ads can’t do is provide more in-depth explanations, answer questions or make potential buyers more receptive to a pitch. 

Noah Syken, IBM’s vp of sports and entertainment partnerships, has found that once clients are outside their home or office (or post-pandemic home office), they’re more relaxed and more open to learning about the complex bit of technology IBM is pitching. There’s going to be a lot more talk about family and vacation planning, but during the course of a tennis match that can average nearly three hours, the conversation’s also a lot more likely to weave back to the AI application you were discussing initially.

That made the U.S. Open an invaluable portion of both IBM’s marketing and sales strategy, with the company using it to launch both campaigns and new products. It’s also part of the brand’s strategy for improving its human-to-human interaction even as its own tech.

“What if I said, ‘Hey…can I come to your office tomorrow and spend eight hours with you?” Syken asked Adweek. “When we say, ‘Hey, would you like to come to the U.S. Open and spend eight hours with us?’ They’re probably going to be a little bit more prone to do that.”

Tennis is life

When IBM chief communications officer and svp of marketing Jonathan Adashek introduces watsonx to clients at the U.S. Open, he’s basically introducing a coworker.

As referenced in its “Transforming Business” spot, “IBM is already using watsonx in its human resources department—automating routine paperwork steps that were once manual and freeing employees to help managers or provide career guidance for employees.” Adashek’s marketing team is looking into how AI can help guide media placements, choose which events IBM marketers attend and create content. It’s applying its data to partner Adobe’s Firefly AI platform to create content for The Masters. It’s also partnering with SAP and Salesforce to create other marketing opportunities through AI.

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