IBM’s Billy Seabrook on unlocking billions in productivity

The CMO Show

IBM saved $3.5 billion in just two years by applying its own AI technologies internally. But according to Billy Seabrook, Global Chief Design Officer at IBM Consulting, the real breakthrough wasn’t technological, it was philosophical.

In this episode of The CMO Show, Billy shared how IBM became its own “client zero,” using AI to reimagine how work gets done from HR chatbots to dynamic content creation. The deeper challenge, according to Billy, is designing systems that serve not just efficiency, but humanity.

As AI reshapes creative roles, customer experience, and organisational culture, marketers must learn to design for intelligent agents and govern the machines they now collaborate with.

Tune in for a global perspective on the breakdown of traditional specialist roles, rise of the creative generalist, and the growth of democratised content creation.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

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