Awards Finalist (2026)
Infosys: Enterprise AI in Action
Brand:
Infosys
Entered by:
Economist Enterprise
Credits:
Category:
Technology & Telecoms
The objective was to position Infosys as a trusted enterprise AI partner by moving the conversation beyond hype and demonstrating how organisations can deploy AI responsibly, effectively and at scale.
To achieve this, we built a content strategy around what business leaders needed most: credible, practical insight from people putting AI to work inside major organisations.
The result was Enterprise AI in Action, a ten-part article series showing how business leaders are reshaping companies for the age of AI. Our approach was to banish the speculation and management speak that so often surround the subject and deliver content that is both practical and intellectually worthwhile.
Our approach was designed to marry two things that are too often kept apart. The first was the boldest thinking on enterprise AI, featuring people like Erik Brynjolfsson, a leading economist of the digital age, and Ethan Mollick, a leading thinker on AI in business. The second was the real-life experience of major companies trying to make AI useful at scale.
The series was built around three pillars designed to compliment one another. Building AI-ready organisations, looks at how firms refit themselves for the technology. Fostering AI-driven innovation, moves the story beyond efficiency gains to examine how AI helps companies come up with new ideas. Responsible AI leadership, asks how companies can deploy AI with guardrails and accountability built in.
These stories gave the series empirical depth. For example, IKEA shows how a flat-pack approach to AI can give workers the tools and rules to build AI-first companies with confidence while LVMH shows how a luxury group that prizes human relationships is tying AI to client experience and craft.
The format of the series mixed written articles with audio where soundbites let readers hear the interviews behind the thinking. Content was embedded within our Tech Frontiers leadership initiative, giving it a natural and credible editorial context within an environment focused on the future of AI. Tech Frontiers provided a trusted environment for the articles to land with relevance and authority helping deepen reader engagement, reinforce the campaign’s themes, and position the content as part of a larger, ongoing conversation rather than a standalone activation.
The extension into events at Davos ensured the global programme equipped business leaders with actionable insights and positioned Infosys as a trusted partner that enables companies to reach their business potential using Gen AI capabilities.
Media/Content Amplification Solution
Our strategy focused on reaching high-value audiences where they already sought trusted analysis on business, technology and the future of work. That made The Economistʼs ecosystem the natural home for the programme, giving Infosys access to 41.8m global influencers, including 35.6m business decision-makers. We combined high-impact visibility, contextual relevance and repeated points of discovery to drive engagement with Enterprise AI in Action.
The programme launched in print alongside The World Ahead, The Economistʼs flagship future-gazing publication. Full-page advertorials introduced the series, with QR code driving readers directly to the programme homepage – seamlessly connecting print to digital.
Digitally, activity included takeovers across The Economist homepage/mobile app, supported by 100% share-of-voice placements in AI, Business and Finance sections. These were deployed at strategic moments when business leaders were most likely to turn to The Economist, including during the World Economic Forum.
Video brought the campaign into the editorial content stream through in-scroll and mobile app placements, creating an engaging route into the series. Targeted display added precision, using contextual and audience targeting to reach C-suite executives, decision-makers and technology leaders. Large-format ads appeared around relevant business/technology content, ensuring messaging reached readers in the right mindset.
A key part of the strategy was amplification across Tech Frontiers where Enterprise AI in Action was prominently featured within ‘Latest Insightsʼ as well as in a dedicated branded carousel module driving directly to the content. Infosys also appeared in the partner section, linking to a dedicated page showcasing its expertise. Infosysʼ logo also appeared in Tech Frontiers print ads, including within The World Ahead, further strengthening its association with the future of technology.
Paid social was a key aspect of our strategy. In close collaboration with the Infosys marketing team, we integrated their deep historical insights to build a hyper-targeted campaign aimed at enterprise-level senior executives. By deploying tailored creative across a strategic mix of LinkedIn, X, and Instagram, we cut through the noise to engage key corporate decision-makers at scale.
A press release announced the programme launch as a cornerstone of the Tech Frontiers initiative, securing earned media coverage in Retail Innovation Hub. An earned speaking slot at Pigment Catalyst AI provided further platform for the lead researcher to speak to the insights.
Organic amplification extended reach through the Perspectives newsletter with a special launch issue sent to 80,000 subscribers, combined with regular promotion across social, reaching 500,000 followers.
Results
The programme’s strength lay in precision: reaching the worldʼs most influential decision-makers in the environments they trust.
Through a connected amplification ecosystem: premium print for authority, high-impact digital for attention, targeted display and paid social for precision, Tech Frontiers for contextual relevance, and organic channels for awareness, the programme reinforced Infosysʼ authority and drove engagement with the target audience.
Enterprise AI in Action showed how companies can put AI to work responsibly and at scale inside real organisations. By tailoring its content to a senior audience, it moved the conversation beyond speculation, giving leaders practical insight to make sharper decisions and deliver measurable gains in productivity.
