IBM
Role
Copywriter
Duration
Q3 2024
Q1 2025
Tools
My brain
Team
Head of Design
Creative Technologist
Product Owner
Strategic Insights Lead
IBM Legal
IBM
Copywriter
I served as a Copywriter for this project where I had the opportunity to write video scripts about watsonx Orchestrate. These video scripts are read and recorded by a voice actor, then implemented in a series of videos. These videos are then presented at IBM’s annual THINK conference. Below is the case study behind the THINK 2024 video.
I was recommended by my manager to help in an effort to get marketing materials prepared for THINK. The THINK team needed a Copywriter to help write a script about watsonx Orchestrate and specific use cases of the agentic AI solution.
Context
Problem
Process
📋 Overview
IBM Think is an annual business conference that brings together senior business and technology leaders to discuss emerging technologies and industry trends. The conference typically focuses on AI, cloud computing, and other technologies that IBM is investing in. IBM products are unveiled, explained, then demoed.
👩💻 Stakeholders
The stakeholders for this project were as follows:
Business leaders
Technology leaders
Potential companies, startup to enterprise level
⚡ The challenge: How can we communicate the value of watsonx Orchestrate to potential customers?
Our mission was to communicate how watsonx Orchestrate could transform a business, and detail a specific use case where that value was shown.
🔍 Research
My first task was to learn everything I could about watsonx Orchestrate:
I read countless product pages, soaking up all the marketing information and language about the product.
I read its product documentation and learned about the different functions of the product.
I had numerous conversations with the Product Owner about the technology, how to use it, and how to get value from it.
Write
🧠 Philosophy
I decided to approach the script with technical writing principles, mixed in with some aesthetic language to create a feeling in the listener/observer:
Language is written plainly, not relying on user assumption.
Jargon and technical terms are avoided when possible.
Content must be accessible to persons of all abilities.
Language should show the product’s value.
Language should create a sense of discovery, wonder, and success.
Language should include a call to action.
✏️ Draft
It was decided in our team that the focus of the first video would be about productivity. The team wanted to focus on how business leaders could enable their employees to work more efficiently with watsonx Orchestrate. Thus, the first paragraph of the script was born. I chose to emphasize the greater marketplace/competition to communicate that watsonx Orchestrate is the product that will give a company the competitive edge.
“In a competitive business environment, productivity can be crucial to winning in the marketplace. Procurement professionals are looking for ways to equip employees with the tools and resources they need, swiftly and effortlessly. Using open APIs to integrate with business critical applications, watsonx Orchestrate can connect to your procurement applications, transform your technology stack, and help you to streamline once tedious tasks.”
Next, I introduced watsonx Orchestrate’s value addition by first explaining what the same process is like today without the help of watsonx. This content structure is ideal as it outlines the problem and gives the user a solution, without the user having to generate a solution themselves.
“Processes like purchase request fulfillment can take a substantial amount of time and are prone to categorization errors, potentially resulting in compliance concerns and incorrect accounting information.
Now, with watsonx Orchestrate, you can use natural language to automate your process. Prompt watsonx to generate a purchase request for a product or service, and watch Orchestrate simultaneously verify budget requirements, confirm catalog availability, and create a complete purchase request. ”
I then went on to explain how watsonx Orchestrate works at a technical level, making sure to include each process and emphasizing their complexity. I closed this paragraph with the value proposition, then explained more features that are important to the business leader.
Lastly, I concluded with a simple yet elegant line, pitching watsonx Orchestrate as the game changer, placing agency in the business leader’s hand.
“If no catalog item exists, watsonx Orchestrate can create a sourcing request, and continue to generate the purchase request form with essential details, ultimately giving you more time to focus on mission-critical work.
After you review and submit the request, watsonx Orchestrate directs your procurement system to send the purchase request to the proper team for approval. Once approved, watsonx Orchestrate keeps you informed of its status, that can help reduce your workload and cycle time.
Usher in a new era of productivity through the power of AI with watsonx Orchestrate.”
Outcome
🎬 Engagement
This video was presented to over 5000 attendees. watsonx Orchestrate continues to be one of IBM’s most pivotal products.
The video is also live on IBM’s watsonx Orchestrate website. You can view it by navigating to https://www.ibm.com/products/watsonx-orchestrate/demos, scrolling down to the Video series section, then clicking the tile Take procurement to the next level with watsonx Orchestrate.