Most people know IBM is a big tech company. Most people also have no idea what IBM actually does anymore.
So instead of explaining AI with another keynote and a 94-slide deck nobody asked for, IBM brought The Masters Tournament to Madison Square Park for a four-day public watch party built around golf, tech, and human curiosity.
Fans stepped into an AI-powered golf sim built with watsonx, took their shot on a digital version of one of Augusta’s most iconic holes, and instantly received personalized swing data powered by IBM AI. Basically: “Here’s what your golf swing looks like compared to a pro golfer.”
Around it, the park became a full Masters experience with live viewing, food, merch, photo moments, clients, media, employees, and long lines that somehow made waiting for golf feel exciting.
The goal wasn’t to scream “LOOK AT OUR TECH.”
It was to make people feel it.