Ganador: Premio 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.

Nuestros equipos se centran en repensar cómo fluye el trabajo en toda la organización para garantizar que priorizamos las iniciativas de alto impacto que aportan un valor real a nuestros clientes. Al crear flujos de trabajo escalables y aprovechar intencionalmente la IA, hemos aumentado la visibilidad y la velocidad, al tiempo que hemos reducido la fricción manual que existía anteriormente entre los equipos. Este cambio nos permite ir más allá de la coordinación del trabajo y centrar nuestra energía en la ejecución estratégica.

Rachel Skaff, vicepresidenta sénior de Ventas y Soluciones Globales

Caso de uso 1: Recepción y gobernanza de la demanda de marketing impulsada por IA

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.

El mayor cambio es aprovechar a los compañeros de equipo de IA de Asana para generar automáticamente documentos empresariales clave a partir de la información capturada directamente en el flujo de trabajo. En lugar de recrear manualmente los briefs y las presentaciones, producimos resultados técnicos de alta calidad en mucho menos tiempo, lo que reduce los plazos de planificación de semanas a días.

Jessica Rogers, directora de Marketing Digital

Caso de uso 2: Preparación y capacitación para las ventas globales

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. 

No solo mejoramos nuestro proceso. Cambiamos fundamentalmente la forma en que fluye el trabajo a través de la capacitación de ventas con un motor de recepción y calificación impulsado por IA que automáticamente categoriza, dimensiona y prioriza las solicitudes globales en el momento de su envío. Lo que antes era fragmentado y reactivo ahora es un sistema inteligente y con capacidad de crecimiento.

John Parkinson, asesor de habilitación de ventas

Caso de uso 3: Informes ejecutivos y experiencia en flujos de trabajo

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.

Establecimos un único proceso para gestionar la demanda desde la recepción hasta la revisión. Nos dimos cuenta de que el verdadero valor radicaba en eliminar la fricción entre los equipos; la IA nos permitió convertir las entradas fragmentadas en un sistema integral sin fisuras que ofrece espacio para expandir y desarrollar su impacto.

Jessica Rogers, directora de Marketing 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.