United StatesTechnology and telecom2025 – ongoingIBM
Creative Assistant for drafting marketing content and client stories
IBM cut review-ready client story drafts from 10 days to about 5 with its own Creative Assistant
Problem
IBM's creative and content team wrote marketing assets and client stories largely by hand. Each draft took days to reach the review stage, and brand rules had to be checked along the way.
Approach
IBM built Creative Assistant, a tool that drafts brand-aligned content in preset templates. It runs large language models, including Granite models, on watsonx.ai. It draws on trusted internal data and uses AI agents to coordinate tasks. It launched in 2025 and was built into the client story workflow.
Results
Takeaway
The biggest time savings came in the first-draft stage of a repeatable format, where templates and trusted source data limited rework.
Categories
- Size
- Large enterprise
- Industry
- Technology and telecom
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AIAI agents
- Adoption
- Built in-house
- Evidence
- Vendor case study
Sources
Source summaries
IBM describes how its creative and content team built and used an AI drafting tool on watsonx.ai. The page reports review-ready client story drafts arriving in about 5 days instead of 10 and one-pagers taking about 12 minutes instead of an hour. It also gives usage counts, which are not used here.
Full details are in the original sources.