AI at Global Scale
| Wednesday, May 13, 2026 |
| 3:20 PM - 3:50 PM |
Details
In this IBM-led session, we dive into two of the world’s most iconic global sport brands — Wimbledon and Ferrari — to explore how AI is being applied at the highest level of performance, brand experience and commercial sophistication. IBM will share how its work with these organisations translates AI from concept to capability: turning data into insight, elevating digital experiences, personalising content at scale, and building the operational foundations that allow innovation to be deployed reliably and securely. The session is designed to move beyond hype and into practical takeaways — what leading brands are actually doing with AI, where the value is being created, and what sport organisations can learn from these global exemplars as they shape their own AI strategy.
Speaker
Harriet Ruff
Experience Strategy & Design Practice Leader
IBM Australia
Speaker
Biography
Harriet has 10+ years experience in Human Centred design, Delivery Leadership and Digital Product Management for IBM in the UK, Singapore and Australia. She has worked for clients across Sports (Wimbledon), Healthcare (NHS), Energy (AusNet) and Financial Services (Bank of the Philippine Islands).
Harriet is currently working as the Experience Strategy & Design Practice Leader for IBM Australia. Our core purpose and capabilities are Business Strategy and Experience Design enabled by AI. We take on the biggest challenges facing businesses today and design the operating models, workflows, new products and services, technical architecture and AI assets to power employee and customer experiences.
We use human-centered design to solve business challenges through a human lens. We build empathy with the people we are designing new technology, products and services for. We ensure we are meeting their needs, while delivering measurable business value.
