IBM iX
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IBM iX
Services
Industries
Projects
Career
About us
Insights

Scaling content isn’t just efficiency. It’s a competitive advantage.

IBM iX helps master content complexity by aligning strategy, systems, and teams around a smarter content supply chain — something every organization has, whether built intentionally or not. If it’s not driving impact yet, it’s time to change that.

Discover our services Learn how to start right away

Abstract illustration of a human eye, geometric shapes, and a laptop, connected by lines and circles symbolizing technology and connectivity.

Fix the flow. Cut the waste. Connect the dots.

Inefficient workflows, disconnected tools, and unused content are three of the most common blockers in modern content operations. Broken processes, siloed systems, and an overload of manual effort slow down marketing impact and waste valuable resources.

IBM iX helps you transform complexity into clarity. From optimising asset management to implementing tool ecosystems or rolling out AI-powered content solutions, we identify the right entry points — no matter where you are in your journey. Whether it’s fine-tuning or full transformation, we’re ready to move at your pace.

60%

of content goes unused, it is a tremendous amount of waste

85%

of marketers say they’re under pressure and struggle to create and deliver content

70%

of time is spent on non-core work, managing manual tasks in disparate systems across roles.*

*Quelle: Adobe Report – The future of creative experiences

A woman wearing glasses types on her laptop, showcasing concentration and productivity in a modern workspace.

See it all. Optimise everything. With an Intelligent Content Supply Chain.

Many marketers are facing high personalisation expectations and fast campaign delivery demands. However, budgets have never been tighter.

What if… marketers would be able to do more with less? Can we enable teams o create and publish personalised content in seconds? Thanks to modern generative AI tools developed by IBM and Adobe now we can.

Explore a use case and watch a functional demo for an Intelligent Content Supply Chain (iCSC).

Learn more in this blogpost

From fragmentation to flow: The benefits of smooth-running content factory

For a seamless transition from idea to success.

Seamless workflows, faster delivery

Disconnected tools and manual handovers slow everything down. A connected content process brings strategy, creation, and approvals into one flow – powered by AI and smart automation. The result: fewer delays, less friction, and campaigns that hit the market when they’re most relevant.

Less waste, more impact

Too much content is created but never used. With full visibility across planning, production, and performance, teams focus on what works – not just what fills a calendar. Smarter resource allocation and scalable systems reduce effort and increase the return on every asset.

Connected teams, connected systems

Siloed tools and departments break the content supply chain. A unified workflow integrates people, platforms, and performance data. That means fewer handoffs, better collaboration, and a shared view of what matters – from first idea to measurable result.

Circular diagram divided into four parts with arrows in a clockwise direction on a light purple-pink gradient background. Labeled with: Analysis & Strategy, Ideation & Planning, Creation & Production, Distribution & Performance.

Explore selected projects

Find out how we have helped our clients achieve greater impact with creative campaigns, personalised content distribution and scalable platforms.

How IBM iX can support your content creation, distribution and scalability

Our teams provide strategic guidance and hands-on solutions. We always work collaboratively and involve people as well as processes.

We optimise workflows and support the creation of content

Gen AI–Enhanced Content Creation

Generative AI can take content production to a whole new level. We can support with the reation of text, images and videos for a wide range of assets and use cases. Services such as storytelling, communication & campaign concept, change communication, and team enabling ensure your content is not only high‑volume and on‑brand but also strategically aligned and audience‑ready.

Work Management

We help to optimise your content supply chain with streamlined Process & Workflow Management, e.g. based on Adobe Workfront. It helps you to automate and track content creation workflows, improve collaboration and reduce manual errors. Benefit from accelerated project timelines, enhanced efficiency, and smoother content production.

We improve content distribution and asset management

Content Management Systems (CMS) & Digital Experience Platforms (DXP)

We have long-term expertise in streamlining content creation, management, and distribution with Content Management Systems (CMS) and Digital Experience Platforms (DXP). Benefit from a robust platform that enables easy creation, editing, and publishing of content across channels. We offer technology-agnostic consulting and a broad partner network – for solutions tailored to individual needs. From corporate websites, platform relaunchs, complex migration processes or Move2Cloud projects.

Digital Asset Management (DAM)

We support teams in effortlessly managing digital assets with a Digital Asset Management (DAM) solution. With our solutions, clients can benefit from streamlining asset organisation, storage, retrieval, and distribution, ensuring easy access and consistent usage. Take advantage from efficient workflows and robust metadata tagging to save time and optimise content production.

Our strong partnerships:

Grid with nine logos of technology companies: Adobe, AWS, commercetools, Contentful, CoreMedia, Magnolia, SAP, Salesforce, and Sitecore.

More about our partner technologies

We boost performance and help to generate impact

Analytics & Personalisation

Unlock valuable insights and deliver personalised experiences. We provide in-depth know-how and modern data analytics tools to measure content performance, audience engagement, and conversions. Gain actionable insights to optimise your content strategy, images, videos, graphics, and copy and drive customer loyalty and conversions.

SEO and SEA Services

Drive the success of your content with effective Content Marketing, Search Engine Optimisation (SEO), and Search Engine Advertising (SEA). Benefit from our expertise in content marketing strategy, keyword research, and paid search campaigns to increase visibility, attract organic traffic, and amplify your content’s reach.

Not sure how big the transformation should be? How we can get started easily:

Three logos of technology companies – Adobe, IBM iX, and Amazon Web Services (AWS) – are displayed from left to right on a vibrant gradient background transitioning from pink to blue to orange.

Power of 3: Gen AI solution design workshop

In this one-day sponsored workshop, experience how IBM iX, AWS, and Adobe combine forces to fast-track your Adobe Experience Cloud adoption with GenAI. We’ll co-design scalable, AI-powered workflows using proven blueprints that integrate Adobe apps, AWS infrastructure, and LLMs.

Two people are analyzing a data visualization on a screen.

Supercharge your content production demo

In just one hour, we’ll show you in a live demo how to create and validate blog posts, videos, or slides using Gen AI. Within 2–5 days, a fully customized demo tailored to your brand and content needs would be possible.

Abstract illustration featuring a magnifying glass, a rising bar chart, and a dynamic line chart in shades of pink and purple.

Content workflow health check

Is your content engine ready to scale? Choose from three quick-start modules which pinpoints what’s working—and what’s not: Pain Point Workshop (1–3 days): Design thinking to uncover blockers. Platform Check (2–4 weeks): Tech & code review with a findings report. Process Review (1–4 weeks): Workflow mapping and stakeholder insights.

Abstract digital collage featuring a person in pink fur, a screenshot of an online form, and a dreamy pink cloudscape on a pink-blue gradient background.

Next-level content creation with Gen AI workshop

Want to unlock the true potential of Gen AI in your content workflows? In tailored workshops (3 hours), we help you explore tools, use cases, and adoption strategies—while optimizing your editorial processes and content quality.

Two women in a modern and light office; one is pointing at a wireframe on the whiteboard, while the other is listening. A cityscape is visible through large windows.

Smart move: Cloud & CMS migration advisory

Thinking about moving to the cloud or switching your CMS? In a focused workshop and short discovery phase (1-4 weeks), we assess the business case, tech landscape, and AI potential. As trusted advisors for ISV partners, we guide you toward a future-proof, AI-enhanced migration strategy.

Two cheerful businesspeople stand side by side; symbols of teamwork and abstract elements can be seen in the background.

AI Academy

Since February, Art. 4 of the EU AI Act has made AI enablement mandatory. The AI Academy for Enablement is our 6-week learning academy to empower your employees, provide hands-on experience and prepare your organisation for the changes to come.

Book a consultation

“With the editorial assistant based on Gen AI, we will need only a quarter of the time compared to before to plan, write and publish an article.”

Madeline Scholz

Minijob Zentrale

MJZ collaborated with IBM Client Engineering and IBM iX Content and UX Design to explore ways to meet their publishing challenges. Learn more

Let’s talk!

Get a free, no-obligation consultation – tailored to your company’s individual situation. We look forward to hearing from you.

Get in touch

Michael Frey

Director Practice Content & Workflows, IBM iX

michael.frey@at.ibm.com

Christina Schiffler

Executive Director & IBM Design Principal, IBM iX

christina.schiffler@ibmix.de

Explore more insights and resources

Blog article

Industries at a glance

People at IBM iX

Join the Women in Tech Community

Sign up to the IBM iX Spotlight newsletter

Industries at a glance

People at IBM iX

Join the Women in Tech Community

Sign up to the IBM iX Spotlight newsletter

Scaling content isn’t just efficiency. It’s a competitive advantage.

Fix the flow. Cut the waste. Connect the dots.

See it all. Optimise everything. With an Intelligent Content Supply Chain.

From fragmentation to flow: The benefits of smooth-running content factory

For a seamless transition from idea to success.

Seamless workflows, faster delivery

Less waste, more impact

Connected teams, connected systems

Explore selected projects

Find out how we have helped our clients achieve greater impact with creative campaigns, personalised content distribution and scalable platforms.

Personalized storefront landing pages for a global sportswear retailer

360° campaigns for the Minijob-Zentrale

Lufthansa launches an intuitive, personalized website

Making it easy for Berlin to use public mobility services: The new BVG.de

German Armed Forces: Relaunch of the digital media services

Eurowings: Der Travel Hub, der inspiriert

GROHE X: A 360° Brand Experience

How IBM iX can support your content creation, distribution and scalability

Our teams provide strategic guidance and hands-on solutions. We always work collaboratively and involve people as well as processes.

We optimise workflows and support the creation of content

Gen AI–Enhanced Content Creation

Work Management

We improve content distribution and asset management

Content Management Systems (CMS) & Digital Experience Platforms (DXP)

Digital Asset Management (DAM)

Our strong partnerships:

We boost performance and help to generate impact

Analytics & Personalisation

SEO and SEA Services

Not sure how big the transformation should be? How we can get started easily:

Power of 3: Gen AI solution design workshop

Supercharge your content production demo

Content workflow health check

Next-level content creation with Gen AI workshop

Smart move: Cloud & CMS migration advisory

AI Academy

Let’s talk!

Get a free, no-obligation consultation – tailored to your company’s individual situation. We look forward to hearing from you.

Get in touch

Explore more insights and resources

Content Supply Chain, MarTech & AI

AI-driven content and web development: an interview about the digital future

Automated AI reporting for greater efficiency in editorial offices

Unlocking personalised campaigns in the retail industry

No more SEO? How Google’s new AI Overviews affect website optimisation

Boosting site performance: Edge Delivery Services and Adobe Experience Manager

How to accelerate hyper-personalisation in marketing with generative AI

Do more with less: Adobe Workfront and Edge Delivery powered by generative AI

Masterclass ‘Headless but not brainless’ – take-aways

IBM iX