IBM’s Jonathan Adashek on why 99% of enterprise data is missed by AI – and how to fix it

A pivotal moment for B2B marketing

AI adoption might be accelerating, but Adashek stresses that success hinges on the right foundations – especially when it comes to data.

“The first thing people have to do is get their data in order. A lot of people look at that and say it’s slow, it’s painful. But in fact, you’re making a lot of progress by doing it.”

The real missed opportunity, he points out, is how little enterprise data is typically harnessed for AI. “I think I saw something the other day that said less than 1% of enterprise data is in large language models today,” he notes, adding that this huge gap underscores the urgency for better data hygiene and systems integration.

He believes this focus is especially critical for B2B marketers seeking to identify pain points and drive conversion. It’s also part of a broader push at IBM, which Adashek describes as laser-focused on helping organizations leverage hybrid cloud and AI.

“We’re really looking at making sure we’re focused on a core set of platforms and a core set of messages – driving awareness and conversion. Ultimately, we want to help identify pain points and show how AI can be a competitive advantage.”

It’s not just the platforms and messages, though. Skills themselves need continual reinvention. “I read a stat not long ago,” he notes, “that said the average shelf life of a technology skill is just under three years.” That reality demands a learning culture where teams keep pace with rapidly evolving tools – and marketing leaders, Adashek adds, must be prepared to invest heavily in upskilling.

“There’s a lot of training and development that needs to happen and it’s not just for people who are using an AI tool – it’s for people to operate in an organization that has AI deployed.”

Repositioning IBM: closing the perception gap

IBM’s brand has seen a marked evolution as it aligns itself firmly with hybrid cloud and AI solutions. Yet the company still faces a lingering misconception that it manufactures personal computers and laptops. According to Adashek, an important part of its communications strategy is addressing that perception gap head-on.

“There are still some people who think we make laptops,” he admits. “We don’t. The computers we do make are a very small, highly specialized set of mainframes and quantum computers.”

He notes that much of IBM’s current marketing aims to highlight its true proposition – providing the technology and advisory services that empower businesses to harness AI and data at scale. By consistently showcasing real-world use cases and quantifiable outcomes, IBM hopes to change outdated assumptions and reinforce its image as a leading hybrid cloud and AI player.

Challenges for media – and beyond

Davos conversations often touch on how the changing landscape affects not just tech companies but also the media that covers them. Adashek sees media businesses grappling with a fragmented content ecosystem where audiences are overwhelmed by choice.

“I think media companies have to continue on the evolution journey they’re on. There’s more and more content out there and trying to break through that is challenging.”

For many in the media world, personalized content is considered a powerful solution. But Adashek argues personalization alone won’t suffice: “People talk about content that’s personalized, but that doesn’t work if it’s not relevant to what I’m doing. At home, I get letters in the mail addressed to me, telling me I’m approved for some new credit card or car. It’s personalized but not relevant, so I rip it up and throw it away.”

Making relevance the priority

That distinction between personalization and relevance is crucial and it’s not limited to the media industry. For B2B marketers in particular, simply addressing an email by name or tagging it with an industry code won’t drive meaningful outcomes if the core message doesn’t address the recipient’s genuine needs.

“You’ve got to be constantly evolving, understanding how to serve content that is not just personalized, but is relevant,” Adashek explains. “That’s how you break through.”

He recommends that marketers tie every engagement – whether it’s a thought leadership piece or a direct marketing push – to the authentic pain points of their customers. That approach, he says, helps maintain a brand’s authority and value in a world where even advanced AI can be just noise if not applied with purpose.

A steady drumbeat toward the future

Adashek’s own journey, from a strong communications background to leading IBM’s marketing, illustrates how essential it is for marketers to keep learning. He advises newcomers and veterans alike: “Take the time to learn the business in more detail, understand what drives the revenue and don’t be afraid to ask for help when you need it.”

At Davos – a hub for major strategic shifts – it’s clear AI is fueling many corporate transformations. Yet Adashek believes a consistent message and a relentless focus on real business outcomes remain the ultimate ways to cut through the hype: “If we stay focused on delivering real outcomes and helping clients understand their data, we’ll break through. The technology might change, but the fundamentals of solving problems and meeting customer needs stay the same.”

It’s a resonant point for B2B marketers under pressure to demonstrate immediate ROI while also positioning themselves for a fast-changing future. Here at Davos, that future feels closer than ever – and if Adashek’s observations hold true, the race to stay relevant has only just begun.