Fishy.AI

Enterprise AI has a credibility problem: everyone promises transformation, but the demos feel sterile and the outputs feel generic. IBM and Adobe needed to prove their joint AI capabilities without lecturing a room full of practitioners who've heard the pitch before. The answer was to make something genuinely strange. 'Fishy Fish' — a cast of AI-generated characters created entirely within Adobe Firefly — took over the Las Vegas Sphere and colonised every touchpoint of the Adobe Summit: booth activations, OOH placements, keynote appearances, a digital experience. The characters weren't polished brand mascots — they were deliberately odd, which made the demonstration more convincing than any case study slide could be. The creative work functioned as its own proof of concept: if you're questioning whether AI can generate compelling, scalable, visually consistent creative assets, here's an entire campaign built on nothing else. Anchored to the line 'Trust What You Create,' the campaign folded responsible AI use into the spectacle itself — the message wasn't separate from the stunt, it was the explanation for it. Taking over the Sphere was the right media call: nothing says 'this is what AI-powered scale looks like' quite like projecting it onto the largest LED surface on Earth. For a B2B audience of creative and marketing professionals, that's not just awareness — it's aspiration made visible.