Reported execution
Ogilvy says What If? used question-mark imagery, four films and generative-AI-assisted Masters print work including highlight commentary to illustrate IBM’s co-creation proposition.
Our reading
The campaign wisely treats AI as one component of an enterprise story rather than proof that a generated image solves a business problem. The question becomes a useful frame for human decisions around the system.
Production and evidence limits
Sports commentary needs clear provenance and rights controls, while enterprise claims require technical review. Ogilvy’s page establishes the creative use, not accuracy, audience understanding or platform adoption caused by it.
Sources & limits
Ogilvy agency case study; it documents execution, not a comparative effectiveness study.
- Ogilvy — What If? IBM — source publication date not stated.
Send a correction with the passage and supporting source.