HFS Highlight: Genpact’s AI-analytics combination in Formula E validates enterprise leaders’ multi-tech wish lists

Business leaders are beginning to obsess over the combination of emerging technologies—and the HFS-defined Triple-A Trifecta (Automation, Smart Analytics, and Artificial Intelligence [AI]) is front of mind for the 600 execs in our latest Enterprise Reboot survey. Sixty-five percent (65%) of these executives believe combined use of technologies is beneficial, and that Triple-A technologies are indeed converging alongside Cloud and low-code. Enterprises agreeing with these views are realizing far more value from their initiatives (Figure 1). The media industry, meanwhile, is obsessing over new digital experiences for consumers and employees. Genpact’s use of Triple-A with Envision Virgin Racing, in the FIA Formula E championship, is meeting all these obsessions head-on. 

Exhibit 1: Organizations that “strongly agree” to the power of AND (a combination of emerging technologies) have a higher realized value than organizations that “disagree.” 

Already realized value from investments in emerging technologies 

Source: HFS Research and KPMG, 2020 

The sporting world often goes under the radar within the media industry, but if anything, it’s often digital fan experiences—which we’ve covered in relation to the US Open tennis, as well as cricket and the broader market—that catches the eye of the consumer; however, emerging technology is also revolutionizing performance and how athletes and their support teams work. When victory can come down to hundredths of a second, you can see why Triple-A technologies—and specifically their combination—are perhaps the most impactful.  

It all comes down to improving decision making—and doing so quickly and accurately while under immense pressure: 

“Everything I do is dependent on data: historical data, and data that’s just popped up – as is communication with my engineers” 

Sam Bird, Envision Virgin Racing driver 

Envision Virgin Racing’s workforce is making sharper predictions to improve race-day performance.  

Bird also highlighted the proverbial challenge of using only the most relevant data when confronted with the vast amounts that racing, especially on race-day, generates: “Genpact can decipher through all the data that’s been collected throughout the day.” 

Genpact are putting their Triple-A technology and services to use in the racing world, but the concepts extend to wider enterprise adoption of Triple-A:  

• AI-improved predictions: Envision Virgin Racing’s team must now predict the number of laps remaining in a race after the rules changed to a 45-minute (plus one lap) race. Genpact designed the AI-based “Lap Estimate Optimizer (LEO)” to account for 1000s of variables and assess possible scenarios – for example, weather changes or crashes on the course—to determine the likely number of remaining laps. The team can now better-determine drivers’ approaches to turns, overtaking, speed, managing battery life, and more. This general concept of making better decisions faster can be applied to any business, in any scenario—just use your imagination… It’s also worth adding that Envision Virgin Racing’s engineers have more confidence in making decisions; sporting regulations determine that humans take the ultimate call i.e. this is a classic case of AI augmenting human decisions for business goals.  
• Analyzing past performance for competitive intelligence: Envision Virgin Racing is now better able to understand its drivers’ strengths and weaknesses on each circuit. Simulators were used to gather hundreds of sets of data on drivers’ racing performance. Again, data capture and analysis have countless broader business applications. 
• Analyzing competitors through previously untapped data sources: GPS and other data streams are cleansed and analyzed to predict other drivers’ racing styles; any business out there can make use of such an approach to analyze publicly available information that they didn’t directly generate. 

Most vendors offer Triple-A components, but many remain in silos; Genpact talks about Triple-A in combination and implements it. 

The power of the Triple-A Trifecta is the value derived from using the components together: Genpact’s work with Envision Virgin Racing leads with AI and analytics and it’s clear they’ve gotten the client’s buy-in to this approach. With a dedicated Triple-A practice sitting within its Digital division, Genpact’s modular CORA platform and wider Triple-A services extend across industries and service lines to bring integrated solutions to its customers.  

Genpact is ensuring that its Triple-A technology comes with the right culture and people through acquisitions and partnerships, respectively. Recently acquired Rightpoint brings customer experience (CX) and design thinking expertise to further meld business into its technology capability. Worldwide innovation centers combine with collaborations and talent-sourcing options through leading universities including MIT, multiple Indian colleges, and its GenIE freelance/open-innovation platform. 

The Bottom Line: Focus on the power of AND for Triple-A success, whatever the business setting. 

Emerging technology initiatives in combination are driving the most value for enterprise leaders—and nowhere is this more relevant than in the realms of Triple-A. While Formula E racing many seem like a unique use case for Triple-A technologies, bringing them together with the right service provider, partnerships, and mindset, is becoming an ever-more proven way to business value.