IBM is leveraging generative AI through its watsonx platform to streamline marketing and internal operations while driving innovation. Two primary initiatives are central to these efforts: marketing asset generation with the IBM Creative Assistant and unified search powered by large language models (LLMs).

The **IBM Creative Assistant** uses generative AI and preapproved templates to create on-brand marketing assets efficiently, significantly reducing time and labor. It has already generated over 4,000 assets but aims to expand capabilities to include image and video generation while maintaining brand and legal compliance. IBM plans to implement intermediary solutions, such as AI-driven compliance checks for images, before full asset generation capabilities are developed.

The **unified search initiative** aims to enhance findability across IBM's vast data sources, integrating free-text, context-aware querying through AI. This system includes robust user-role-based access controls to ensure security and confidentiality. IBM plans to expand this functionality to multimodal searches, incorporating tagged images and videos.

These AI advancements enable IBM teams to focus on strategic, high-value tasks while enhancing efficiency and compliance. By using these tools internally, IBM demonstrates their impact and positions itself to provide similar innovations to its clients. Additionally, IBM is addressing the global AI skills gap through partnerships, like the one with NYU Stern, and free training programs.