Generative AI has transitioned from hype to practical application, with IBM using its AI and data platform, watsonx, to transform client businesses and its own operations as "Client Zero." Joe Rivas, head of Brand, Creative, and Content at IBM, discusses how IBM employs generative AI assistants and tools to reinvent its content supply chain, deliver customized global campaigns, and empower thousands of marketers daily, driving both client and internal marketing transformation.