Pemenang: Global Work Innovation Award 2026

This award recognized FedEx for its pioneering use of AI-powered workflows to solve complex governance challenges in a legacy logistics industry. By embedding AI directly into the architecture of work, FedEx has established a new global benchmark for enterprise-scale marketing and sales enablement execution.

Tim kami berfokus untuk memikirkan kembali alur kerja di seluruh organisasi guna memastikan kami memprioritaskan inisiatif berdampak besar yang memberikan manfaat nyata bagi pelanggan kami. Dengan membangun Alur Kerja yang terukur dan memanfaatkan AI secara sadar, kami telah meningkatkan visibilitas dan kecepatan sembari mengurangi hambatan manual yang sebelumnya ada antar tim. Pergeseran ini memungkinkan kami untuk bergerak melampaui pengoordinasian pekerjaan dan memfokuskan energi kami pada eksekusi strategis.

Rachel Skaff, Wakil Presiden Senior Penjualan dan Solusi Global

Kasus penggunaan 1: Penerimaan dan tata kelola permintaan pemasaran yang didukung AI

Previously, FedEx managed marketing initiatives through a network of over 24 intake forms, leading to bottlenecks as teams manually chased missing information. FedEx addressed this by building an intake and governance engine that centralizes all requests into a single stream. 

• Autonomous triage: AI Studio analyzes structured intake submissions to generate a summarized brief and automatically routes requests to the appropriate strategy lead.

• Strategic prioritization: AI-generated strategic briefs help leadership assess priorities and resource allocation, accelerating the execution of approved initiatives.

• Technical document creation: Once approved, Asana AI Teammates draft key deliverables such as go-to-market plans and media briefs, significantly reducing manual documentation time.

• Decision-making authority: Marketing strategy leaders review all AI-generated outputs to ensure alignment with business priorities before final approval.

Inovasi terbesar adalah memanfaatkan AI Teammates Asana untuk secara otomatis membuat dokumen bisnis penting dari informasi yang diambil langsung dalam Alur Kerja. Alih-alih membuat ulang brief dan presentasi secara manual, kami menghasilkan output teknis berkualitas tinggi dalam waktu yang jauh lebih singkat, mempersingkat linimasa perencanaan dari beberapa minggu menjadi beberapa hari.

Jessica Rogers, Kepala Pemasaran Digital

Kasus penggunaan 2: Kesiapan dan pemberdayaan penjualan global

The Sales Enablement organization previously operated through regional intake channels without a consistent method for sizing or prioritizing more than 25 weekly global requests. FedEx replaced this approach with a standardized sales readiness engine that qualifies and bundles requests globally.

• Intelligent qualification: When a request is submitted, AI Studio identifies similar past projects to enable bundling, reducing intake time from 90 minutes to 30 minutes.

• Global portfolio management: Approved requests are automatically added to a global enablement portfolio, where automated timelines provide real-time tracking across all regions.

• Integrated work updates: An AI Teammate generates visual HTML work status updates for sharing with stakeholders, saving leads 1 hour per project per week.

• Accelerated execution: An embedded AI Teammate synthesizes request data and conducts market research to generate creative briefs and identify gaps, accelerating content development and saving over 1,200 hours annually.

• Standardized technical data: An AI Teammate structures technical documentation, such as business requirements documents (BRDs), ensuring a clear context for technical teams. 

Kami tidak sekadar meningkatkan proses kami. Kami secara fundamental mengubah alur kerja melalui pemberdayaan penjualan dengan mesin penerimaan dan kualifikasi yang didukung AI yang secara otomatis mengategorikan, menentukan ukuran, dan memprioritaskan permintaan global saat pengajuan. Apa yang dulunya terfragmentasi dan reaktif kini menjadi sistem cerdas yang terukur.

John Parkinson, Penasihat Pemberdayaan Penjualan

Kasus penggunaan 3: Pelaporan eksekutif dan keahlian Alur Kerja

Before consolidating its work, FedEx leadership lacked a centralized view of initiatives, and teams spent excessive time manually assembling status updates. FedEx introduced specialized AI Teammates that serve as process experts and automated reporters.

• Smart Status summaries: Asana AI Teammates generate automated project summaries and leadership updates, ensuring stakeholders have consistent visibility into risks and milestones.

• Process coaching: Specialized teammates, such as the "QDM Expert" and "Scrum Assistant" provide real-time coaching on internal processes and agile frameworks–like generating a new delivery PDD in minutes.

• Decision acceleration: By automating documentation and reporting, FedEx reclaimed 300+ hours per year previously spent on manual review and alignment effort.

Kami menetapkan satu jalur untuk mengelola permintaan, mulai dari penerimaan hingga peninjauan. Kami menyadari bahwa nilai sesungguhnya terletak pada penghapusan gesekan antartim; AI memungkinkan kami mengubah input yang terfragmentasi menjadi sistem menyeluruh yang bebas hambatan, yang menawarkan ruang untuk memperluas dan mengembangkan dampaknya.

Jessica Rogers, Kepala Pemasaran Digital

Conclusion

Before this transformation, FedEx relied on manual reconciliation to advance complex marketing and sales initiatives. By building a scalable, AI-supported system, FedEx has shifted from manual coordination to strategic decision-making. This architecture ensures consistent execution and measurable impact as global demand grows.