Paycom Taps NBA Star Jalen Williams to Put AI Answers Front and Center

B2B tech brands are increasingly turning to familiar faces to humanize complex software — and Paycom is leaning into that strategy with its latest campaign. The Oklahoma City–based HR and payroll platform has tapped Jalen Williams, an All-Star guard for the Oklahoma City Thunder, to headline its new “Answers” campaign, spotlighting how its IWant™ AI engine delivers instant, accurate employee information. The pairing blends local authenticity with national reach, using Williams’ everyday work questions to illustrate how AI can simplify HR for businesses of all sizes.

Jason Bodin, EVP of Marketing and Communications at Paycom, tells us more about the collaboration.

What inspired Paycom to partner with Jalen Williams specifically, and how does his personal brand align with Paycom’s marketing goals?

First and foremost, Jalen Williams (JDub) is a winner. He is an All-Star at his craft and embodies the same qualities our technology brings to customers: confidence, intelligence and a winning mindset. As someone who already uses Paycom at his employer, JDub naturally aligns with our goal of making advanced technology feel accessible and easy to use. His role in the Answers campaign shows how our command-driven AI engine, IWant™, delivers accurate, quick answers to everyday questions to employees. As an OKC-based player partnering with an OKC-based company, JDub shares a commitment to excellence.

How does Paycom plan to leverage this campaign across local markets and community-level activations?

We’re currently focused on widespread national visibility across leading television stations, prominent online streaming services, digital media and social media. We plan to activate JDub across events and use his celebrity status to engage with prospective clients in unique and creative ways. This long-term collaboration provides flexibility to discover new avenues and projects as the partnership evolves.

Which media channels and formats are prioritized in the Answers campaign, and how are they tailored to different audiences?

The Answers campaign takes a multichannel approach to reach audiences wherever they are, prioritizing TV and digital, social and print media. The TV spot debuted during nationally televised NBA games on Christmas Day, tapping into a broad, engaged sports audience at a peak viewing moment.

In tandem, digital and social platforms extended the reach with tailored, bite-sized content to engage younger, mobile-first audiences. We also engage with key audiences through direct marketing efforts to create brand awareness, build trust and drive new client logo adds. Together, these tactics ensure the campaign connects with audiences in relevant and impactful ways. 

Are there plans to integrate Jalen Williams into grassroots marketing efforts, such as local appearances, community sponsorships or partnerships with regional organizations?

Paycom and JDub will be stacking hands to give back to the community, especially veteran initiatives, honoring Jalen’s background as a child of two U.S. Air Force veterans.

How does this partnership reflect broader trends in celebrity endorsements for B2B tech brands, and how might this influence local vendors or HR tech providers?

By teaming up with JDub, which follows Paycom’s earlier campaign with movie star James Marsden, Paycom is creatively demonstrating how fast HR and payroll questions can be answered with its command-driven AI engine through a daily user of the software. Leveraging familiar faces helps audiences connect with the brand, a strategy Paycom has successfully employed for years. These campaigns shine a spotlight on software that deserves as much attention as the people who use it, reinforcing HR’s role as the hero in the workplace. Paycom has long been at the forefront of this B2B tech trend, collaborating with notable figures like Barbara Corcoran and Shemar Moore to make technology relatable and impactful.

Paycom’s collaboration with JDub reinforces the importance of authenticity and relatability. Having him use IWant throughout his day shows employees and employers that technology can simplify everyday work tasks, even as a professional athlete, eliminating decision fatigue. 

What role does the IWant AI engine play in tying the storytelling to Paycom’s value proposition for local businesses?

IWant plays a central role in tying the campaign’s storytelling to Paycom’s value proposition by showing how AI and automation make every day work simpler for employees and employers. In the commercial, JDub asks IWant a series of questions as he goes about his day, like checking on his postseason bonus while shopping and wondering if a championship parade counts as a company holiday. These scenarios demonstrate how companies can use IWant to ensure leaders and employees alike get instant, accurate answers and stay focused on other strategic initiatives, which is only possible thanks to Paycom’s intuitive single-database architecture. 

How does Paycom plan to sustain engagement after the initial campaign launch during nationally televised NBA games, especially within local markets? 

We remain focused on continuing to differentiate Paycom as the leader in its industry. Using JDub as the face of our employee Answers campaign showcases how IWant simplifies life off the court, so he can focus where it counts: on the court. We will continue to create new content and activate JDub across unique events and experiences only Paycom can provide.