Peluso will bring a consumer-centric approach to IBM, helping the company to add “friendly” personalization to all of its business applications. In it’s 105-year history, IBM has never had a CMO. Senior leadership teams have always handled the company’s marketing efforts.
For IBM, it signals a “transformation of marketing—investing in digital skills, using data to deeply understand clients … and building consumer-grade experiences.” One of Peluso’s focal areas will be WATSON, an AI technology that has roles in all types of jobs from medical research to consumer shopping.
