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Co-creation partnerships are changing the rules of AI adoption
Co-creation partnerships are changing the rules of AI adoption

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Tech companies have embraced an AI-first strategy, with partnerships taking centre stage in 2024. Notably, around 65% of these collaborations have ignited co-creation and AI innovation initiatives across cloud providers, software companies, hardware OEMs, AI startups, and academia. But the real game-changer? Enterprise clients are no longer just consumers—they are becoming active co-creators, shaping AI alongside tech providers.

Client partnerships are transforming business relationships that have traditionally been transactional, and often, unidirectional.

What is this shift and what does it mean for the future of AI collaborations?

  1. Hyper-personalization of CX needs massive contextual data analyzed through powerful AI -

AI is not a one-size-fits-all solution. It takes industry-specific training data, real-world testing, and client expertise to be effective. Accenture is cocreating with Mondelez for creating solutions aimed at enhancing Mondelez's marketing performance through artificial intelligence (AI). They are building a platform together where Mondelez brings large volumes of historical marketing data, deep insights into consumer behaviour, branding strategies and serves as a live testbed, allowing AI solutions to be piloted. They aim to save approximately 20% on agency fees and production costs—equating to about $40 million. Mondelez is actively shaping up innovation with Accenture by leverage AI that enable hyper personalization and predictive insights.

  1. Planning nationwide AI skilling requires collaborative thinking:

Aramco digital has collaborated with Accenture for its deep domain knowledge to forge an AI ready workforce in Saudi Arabia. It will use Accenture’s Learn Vantage platform to curate learning content and offer deep capabilities—from skill gaps assessment and personalized learning to certifications—aligning individual learning needs to the organizations and national growth priorities. It will establish Aramco digital as the largest provider of GenAI services in Saudi Arabia and aims to accelerate the adoption of AI and other technologies across various industries.

  1. Unlocking new AI-powered revenue models will need co-innovation

AI has made it imperative for organizations to evolve to a simplified, services led, software enabled organization. It requires overall consolidation and end to end transformation. Traditional tech often follows a deploy-and-forget model. AI, however, requires continuous updates, retraining, and fine-tuning, making long-term partnerships essential for keeping AI models optimized and aligned with business goals. Xerox, as part of its Reinvention Strategy, is partnering with TCS to modernize IT, streamline operations, and integrate AI. By migrating to Azure cloud, deploying a Digital ERP, and leveraging GenAI, Xerox is transforming its business processes to unlock new revenue models. This AI-driven partnership moves beyond IT services to co-create smarter, scalable solutions for sustainable growth.

In conclusion, unlike traditional deterministic technologies, AI can be put to unravel unknown and new-to-world ideas that even the best of tech providers may not have imagined. This means that clients and providers will need deeper, longer, and more adaptable working relationships to ensure that the tech solutions stay relevant for the business to grow. This is transforming the nature of client relationships from transactional to collaborative and codeveloping. Going forward, With Agentic AI taking on decision-making and operational roles, businesses will rely more on AI-powered collaborations rather than just AI tools. As AI capabilities continue to surprise clients and providers alike, co-creation collaborations will become the norm rather than the exception.


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Madhumay
Deputy Manager - Research

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