IBM's Jonathan Adashek on storytelling through marketing and communications

On today's episode of What's at Stake, Mike Berland, Senior Partner at Penta, sits down with Jonathan Adashek, IBM's Senior Vice President, Marketing and Communications and Chief Communications Officer. The duo discusses the role stakeholder engagement has had in Jonathan's career, including how his past work on political campaigns impacted his ability to cater to different groups of stakeholders at IBM. They also talk about Jonathan's current experience leading both the marketing and communications functions at IBM and how the pairing of the functions allows for increased alignment on brand, reputation, and storytelling capabilities across the company. 

Mike and Jonathan also break down IBM's use of data and AI, including the company's Watson X product, to give clients and partners, including entertainment and sports sponsors, customized solutions. Jonathan emphasizes how AI will help augment the overall productivity of the workforce and urges companies to adopt the technology.