What should we show about our AI’s practical impact?

Give buyers a route from the technology you provide to the difference it makes in a particular setting. For G42, the storytelling experience used an "impact algorithm" to connect enablers such as energy, compute, cloud and foundational models with industry applications and human outcomes. Rather than presenting technology alone, the narrative showed its practical relevance across G42's businesses. Messaging from all ten group companies was brought into a unified voice, while themes including responsible AI, sustainability and equitable AI anchored the experience in G42's purpose.

Use the same structure to explain your offer: identify the capability, show its application and describe the outcome for people or organisations. Keep organisational commitments visible alongside the application story. In 2025, Gartner argued that agentic propositions should be judged by enterprise productivity, cost, quality, speed and scale, providing concrete dimensions for explaining practical value.

Make a customer outcome understandable by showing the challenge, the response and the contributions that enabled it. When Wimbledon could not go ahead as usual in 2020, its team used IBM's AI, analytics and cloud capabilities to create the first fully digital championships in just eight weeks. The Greatest Championships delivered two weeks of remastered classic matches.

The campaign for IBM and Wimbledon told that story through a hero documentary and five short-form videos, using interviews with AELTC and IBM team members alongside archive footage. The films explored the technology, partnership and commitment behind the digital experience, with content for internal audiences, external audiences and sales enablement. For your own customer stories, show how the result was achieved rather than presenting an isolated success claim. A 2026 survey by INFUSE across 18 countries and 15 industries found that 32% of enterprise technology buyers prioritised measurable outcomes from current clients when evaluating AI solutions.