Marketing Vanguard at Cannes: How IBM Became Its Own AI Case Study ft. Jonathan Adashek of IBM
Are marketers making a fatal mistake by treating AI as just a cost-cutting tool?
The Marketing Vanguard Cannes series continues as host Jenny Rooney sits down with Jonathan Adashek, SVP, Marketing and Communications at IBM, to unpack how marketers should be treating AI, today. He breaks down how at IBM, it is becoming a way to rethink processes and drive measurable growth, their “client zero” approach, $4.5 billion in savings over three years and why the company now does half the number of events it did two years ago.
Jonathan Adashek is SVP, Marketing and Communications at IBM, where he…
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