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In the not-so-distant past, a business-focused technology company could slap its logo onto a stadium, vehicle or athlete in a tech-savvy sport and connect its brand and products to the action.
Since the introduction of Generative AI within the last year, however, firms like Bangalore-based Infosys increasingly have to use those partnerships as B2B demos for their products’ capabilities.
Before this year’s US Open, for example, Infosys used a campaign from WPP-owned design agency partner AKQA to announce partnerships with multi-time Grand Slam champions Rafael Nadal and Iga Swiatek, with each player using Infosys AI-powered analytics from live matches and historical data to improve their training and focus their match strategy.
“Although tennis and technology may seem quite different at first, there’s so much in common—including strategic thinking, learning and developing in every situation, the ability to evolve your game, and adjust,” Swiatek said.