IBM Drives Change with Facial Recognition Product Withdrawal

IBM, a technology company, publicly opposed the use of facial recognition technology in law enforcement in the US and catalysed rapid change within the industry.

Campaign details

Brand: IBMAdvertiser: IBM

The Challenge

IBM has long believed that powerful technologies like artificial intelligence must be ushered into the world responsibly. Advancements in AI have the potential to eliminate bias, inform better decisions and make the world a smarter, healthier and more prosperous place, but only if society trusts technology as a force for good. Enter facial recognition.

In late 2017, IBM was injected into the early stages of society's reckoning with facial recognition technology and important questions were raised about accuracy and bias, mass surveillance, and more. In parallel, IBM engaged a deep...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands