Generative AI Takes the Lead in SAP's "Be Ready" Campaign

Inah Espinola
16 Jun 2023


In a world where speed is everything, businesses need to be ready for anything. SAP knows this better than anyone. That's why they launched a 10-day activation campaign that used generative AI to show rather than tell businesses how SAP can help them stay ahead.

The campaign, which ran from 8-21 May, featured a series of digital out-of-home (DOOH) displays in New York, Atlanta, and Los Angeles. Each day, the displays were updated with a new image that was generated by AI. The images were based on the latest headlines in business and culture, and they were designed to capture the essence of what businesses needed to be ready for in that particular 24-hour news cycle.

SAP Ad-1

The campaign generated a lot of buzz on social media and in the trade press, helping to raise awareness of SAP’s AI capabilities. More importantly, it helped businesses to see how AI can be used to improve their agility and readiness.

As SAP's Senior Vice President of Corporate Marketing, Ada Agrait, said, "Business-built AI gives organisations the agility to be ready for whatever comes every day."

SAP AD 2-1

The AI-generated images are certainly eye-catching. As anyone who’s played with these tools knows, it can be very hard to accurately depict abstract concepts based on prompts like ‘Unionised Workplace’ or ‘Easing ‘Inflation’. What’s really impressive is the team behind the work has managed to use AI to capture a range of these topics in a single image, all while keeping the creative clean, consistent and on brand.  

In a world where change is constant and adaptability is key, SAP's "Be Ready" campaign is a great example of how the collaboration between AI and human ingenuity can deliver impressive results at breathtaking speeds.

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