The whole world is talking about AI, yet business leaders face a challenge: moving at speed to implement this technology, while knowing exactly how it will benefit their organisation.

For IBM, we created an interactive experience for their watsonx platform — cutting through the noise to make AI make sense.

Interactive + Intuitive

We helped IBM launch their new enterprise-ready watsonx AI platform, creating an interactive experience to showcase its capabilities at leading AI conferences and events worldwide, including World Summit AI Amsterdam, Gartner IT Symposium Orlando, and IBM Think 2024 Boston.

Developing AI business solutions is a complex task. Our challenge was to cut through this complexity and allow IBM representatives to demonstrate watsonx’s unique strengths in an interactive and intuitive way.

The watsonx Experience

True to the open spirit of watsonx, the experience untangles buzzwords and demonstrates how real-world AI solutions are built with watsonx.

To cut through the noise surrounding AI, we focused on simplifying key business concerns: AI capabilities, cost, custom solutions, and governance.

The result is an experience that takes IBM’s existing and future customers under the hood of AI, comparing and analysing different models, data sets, and prompts based on their unique business needs.

Benchmarking + Visualising AI

To promote AI transparency, we developed a suite of benchmarking tools for comparing the myriad AI models and data sets currently on the market.

We created a unique visualisation for each solution. By showing how they are composed, we make AI comparison and cross-referencing simpler for organisations.

Exploring AI’s Potential

During the watsonx experience, visitors explore, assemble, and analyse potential AI stacks for their business, helping them to understand:

Capabilities vs. Cost: how to find the right model and discover the relationship between model capabilities and performance cost.

Custom Solutions: by playfully interacting with and assembling their own AI solution stack. Exploded diagrams of AI components can be mixed, matched, and adjusted using variables such as accuracy, reliability, and speed. This determines the final structure, impact, and running cost of a custom AI solution.

Governance and Trust: watsonx allows existing and future IBM customers to survey the performance of their AI stack. With constant monitoring of its performance, they can easily update its structure, adapting to new regulations, data sets or models.

A Modular System

The watsonx platform is built on an open, modular architecture. By handing organisations the building blocks to create their own AI stack according to their business needs or local regulations, we’ve made AI feel less intimidating and easier to implement.

3D Brand R+D

Geometry and the patterns of parallel processes were the seed for how we visualised AI for watsonx. Through the use of a generative brand tool, we show how this identity could transform watsonx from 2D to a 3D living brand.

Visual System

The resulting generative AI visual system captures the multiplicity of AI, and the many harmonic (yet often hidden) patterns that exist across data sets, models, and prompts.

Through our interactive experience and design work on watsonx, we demonstrate how a complex topic like AI can be transformed into something that is comprehensible and visually engaging.

Collaboration

The project is the result of a ongoing partnership between IBM and their in-house teams, creative partners, and FIELD.IO.

Together, we built a globe-trotting AI experience that brings greater clarity and momentum to organisations using AI for enterprise. If you’re interested in learning more about experience design or our generative brand tool, please get in touch to set up a short intro with our creative team.