G42
Telling the story of intelligence

Challenge

In 2024, we partnered with G42 to demonstrate The Intelligence Grid as an award-winning 3D, city-based interactive execution showcasing AI as the world's first superutility. Now, we needed to take it to the next level as a dynamic, scalable experience with AI at its core.

The experience needed to reflect G42’s new brand identity. But most importantly, it had to demonstrate the business’s ambition: to become a responsible AI powerhouse, driving the UAE's transformation into a global innovation hub. The pressure, and the stakes, were high.

Insight

We began by evolving the original layered 3D cityscape toward a sleek, web-native framework. At its centre sat a new narrative mechanism: the "impact algorithm," mapping technology enablers, such as energy, compute, cloud and foundational models, to real-world outcomes.

These algorithms surfaced specific industry contexts and solutions across G42's businesses, telling stories about the human impact of technological advances, not just the technology itself. We also introduced "commitments," themes like responsible AI, sustainability and equitable AI, anchoring the experience in G42's purpose.

Working with all ten companies in the G42 group, we harmonised messaging into one unified voice, then used AI to generate dynamic 3D videos, making the experience feel interactive and alive.

Solution

AI didn't just power the storytelling, it drove the production itself. We built a bespoke content management system, then deployed AI across the video pipeline: generating AI images, converting them into 3D models and animating them on green screens.

What would normally take hours per video took minutes, letting us create thousands of videos and curate around 170 for the final experience. This speed and flexibility let us hit a tight deadline without compromising on creative quality.

The Intelligence Grid 2.0 launched across six screens at GITEX GLOBAL in Dubai, letting visitors explore G42's stories unfolding in real time. It now lives on as a flexible online platform, updated across the G42 group, a flagship expression of responsible, human-centred AI leadership.

Chris Beavis, Partner, BD and Digital, says:

Our partnership with G42 is giving us a front-row seat to the birth of the infrastructure of intelligence. Through The Intelligence Grid, we are helping G42 to tell this story and demonstrating how the global journey towards an AI-powered future is unfolding.