Adobe and IBM Transform the Exterior of Las Vegas Sphere into a Giant AI Fishbowl

Throughout this week, Adobe and IBM are transforming the exterior of Sphere into a giant fishbowl — full of fish that reflect AI’s imperfect personalisation. 

These fish will be seen all across the Adobe Summit Digital Experience Summit as part of IBM’s new campaign, ‘Trust What You Create’, to spotlight how easy it is for AI to go wrong — and how IBM’s watsonx and Adobe’s cloud offerings combine to make sure that doesn’t happen.

While conceptually and visually playful, the campaign offers an important educational moment and message for companies about the effects of unmanaged AI — something every brand manager and CMO today is thinking about as they strive to create personalised content at scale… (content that is also fully auditable, transparent and copyright-safe, which is where watsonx comes in).

The campaign visuals were created using Adobe Firefly. In addition to the :90 Sphere activation, which appears every 30 minutes over the four-day event, the campaign will takeover IBM’s main event booth, as well as digital posters, tabletops and more that all lead into an interactive mobile experience that allows people to catch a fish and find out more info about what happens when AI drifts, hallucinates, is biassed, untrained and more. The campaign is reflective of the ways IBM and Adobe are working together to re-imagine content creation and digital marketing with generative AI.

IBM’s message through this innovative work is that ‘close enough’ doesn’t cut it when it comes to AI. Each and every brand asset needs to be exactly the way it’s intended.