Billy Seabrook of IBM iX on Being Observant and a Good Listener

And staying curious

With over 25 years of experience, Billy is currently senior partner and global chief design officer for IBM iX. He leads a network of 60+ studios to deliver data-driven insights, human-centric ideas and measurable business results for clients. Previous stints include Digitas, eBay and Citi, where he managed global creative teams. 

We spent two minutes with Billy to learn more about his background, his creative inspirations and recent work he’s admired. 

Billy, tell us …

Where you grew up, and where you live now.

I grew up in Westport, Conn., spent 10-years on the Upper West Side of NYC, and now live in Fairfield, Conn. 

How you first realized you were creative.

I knew very early in life. My parents, sister, aunts, uncles, cousins and grandparents were professional creatives and musicians. You could say it was in the genes.

A person you idolized creatively early on.

Steve Jobs and Jony Ive heavily influenced how I think about design, technology, marketing and business. I also admire the design teams at Ferrari (Pininfarina), Porsche and Aston Martin. 

A moment from high school or college that changed your life.

I was fortunate to get a summer internship at a respected advertising agency in NYC. The experience taught me invaluable lessons about how to apply my creative and technical skills in a commercial setting and the rewards of hard work. It also led to a job directly out of school, which gave me some early financial security. 

A visual artist or band/musician you admire.

I play guitar and deeply admire singer-songwriters who can command a stage in front of 1,000s while combining skillful playing with soulful vocals. John Mayer, Dave Matthews and Eric Clapton are a few of my favorites. 

A book, movie, TV show or podcast you recently found inspiring.

I’m a fan of Pivot, the podcast by Kara Swisher and Scott Galloway. It covers complex topics that are important to the work we’re doing at IBM—particularly around the responsible use of AI. I also recommend Ray Dalio’s book Principles, which inspired me to consider my own life lessons and core values. 

One of your favorite creative projects you’ve ever worked on. 

I recently worked with the IBM Institute for Business Value to conduct a research study gauging the impact of generative AI on design. The report will be published soon, but I shared early findings at my 2023 Adobe MAX keynote. We discovered that 34 percent of respondents don’t have an effective process for reviewing generative AI outputs and resolving issues, and 43 percent haven’t established a generative AI ethics council. Designers can play an important role in solving both of these challenges and help create AI-driven experiences responsibly. 

A recent project you’re proud of. 

IBM’s recent fan experience for the Masters golf tournament. We used our AI and data platform, watsonx, to transform Masters data into AI-powered narration in English and Spanish. We were able to glean insights about every shot, from every player, on every hole. We also launched our first Apple VisionPro mixed-reality experience that visualized the Augusta National golf course in 3D, revealing the dramatic elevation changes that aren’t perceivable on TV. A full rundown of our Masters Tournament work is here. 

Someone else’s work that inspired you years ago.

I have to give a shout out to my friend, Jeff Benjamin, who created the Subservient Chicken web experience for Burger King in 2004. I remember getting a sneak peak before watching it completely change the industry. 

Someone else’s work you admired lately. 

Part two of Ryan Gosling’s “Papyrus” skit on Saturday Night Live is a must watch for any creative.  

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Your main strength as a creative person.

I’m observant and try to listen to multiple opinions before making an important creative decision. Listening helps me stay curious, unbiased and empathetic. That usually leads to win-win ideas that have emotional impact and rational business benefits. 

Your biggest weakness.

My strength in listening and observation can sometimes be perceived as shyness or introversion. So, I make an effort to be vocal and engaged in larger groups. Other than that, I’ve been told I have some blind spots, but I just don’t see it. 

A mentor who helped you navigate the industry.

I’ve been very lucky to have excellent career coaches and managers throughout the years. However, my parents deserve the credit for getting me properly oriented early on. And my wife (also an industry veteran) has helped me navigate tough career choices. 

How you’re paying it forward with the next generation of creatives.

I travel to IBM’s 60+ global design studios on a regular basis to engage with the creative teams and support them in their work and career journeys. I’m also on the steering committee for the Women at IBM Business Resource Group that supports the growth of women leaders and the Design and Art Direction (D&AD) Impact Council that champions the next generation of purpose-driven creatives.

What you’d be doing if you weren’t in advertising.

A car designer in Italy. Ciao!