Vencedora: Prêmio Global de Inovação no Trabalho 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.

As nossas equipes estão focadas em repensar a forma como o trabalho flui em toda a organização para assegurar que estamos priorizando iniciativas de alto impacto que agreguem valor real aos nossos clientes. Ao criar fluxos de trabalho escaláveis e aproveitar intencionalmente a IA, aumentamos a visibilidade e a velocidade, reduzindo o atrito manual que existia anteriormente entre as equipes. Essa mudança nos permite ir além da coordenação do trabalho e concentrar a nossa energia na execução estratégica.

Rachel Skaff, vice-presidente sênior de vendas e soluções globais

Caso de uso 1: Recebimento e governança de demandas de marketing com tecnologia de 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.

O maior divisor de águas é o uso dos Assistentes de IA da Asana para gerar automaticamente documentos comerciais essenciais a partir de informações capturadas diretamente no fluxo de trabalho. Em vez de recriar manualmente briefs e apresentações, produzimos resultados técnicos de alta qualidade em muito menos tempo, reduzindo os prazos de planejamento de semanas para dias.

Jessica Rogers, diretora de marketing digital

Caso de uso 2: Preparação e capacitação para vendas globais

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. 

Não apenas melhoramos o nosso processo. Mudamos fundamentalmente a forma como o trabalho flui por meio da capacitação de vendas com um mecanismo de recebimento e qualificação alimentado por IA que automaticamente categoriza, dimensiona e prioriza as solicitações globais no momento do envio. O que antes era fragmentado e reativo é agora um sistema escalável e inteligente.

John Parkinson, consultor de viabilização de vendas

Caso de uso 3: geração de relatórios executivos e experiência em fluxo de trabalho

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.

Estabelecemos um caminho único para gerir a demanda, desde o recebimento até a revisão. Percebemos que o verdadeiro valor estava na remoção do atrito entre as equipes; a IA nos permitiu transformar entradas fragmentadas em um sistema de ponta a ponta perfeitamente integrado que oferece espaço para expandir e desenvolver o seu impacto.

Jessica Rogers, diretora 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.