TCS and MIT Sloan Unveil New Research on Human-AI Collaboration in Business

Hi Dubai

18-07-2025

Tata Consultancy Services (TCS), in collaboration with MIT Sloan Management Review, has launched a new research series exploring the evolving relationship between humans and artificial intelligence (AI) in large enterprises. As more companies adopt AI-driven solutions, the focus is shifting from automation to strategic decision-making support.
The year-long study, titled Human-Centric AI , examines how AI is transforming industries by enabling better decisions rather than simply optimizing processes. Covering six major sectors—manufacturing, retail and consumer goods, banking and finance, healthcare, energy, and technology—the research identifies how AI can create what it calls "intelligent choice architectures" (ICAs). These systems help organizations not only analyze data but shape the environment in which decisions are made.
The research draws insights from major global organizations such as Walmart, Meta, MasterCard, BT, Cummins, and Pernod Ricard. For example, Pernod Ricard uses generative AI to test marketing content more effectively, while Walmart applies AI in HR to identify and nurture internal talent. In manufacturing, Cummins is using AI to simulate extreme engineering scenarios and improve product resilience. Mastercard has integrated AI across onboarding, customer care, and sales, while Liberty Mutual's LibertyGPT has saved over 200,000 employee hours by summarizing and responding to complex queries.
Healthcare companies are also leveraging AI to accelerate drug discovery, reducing timelines by up to 30% and cutting associated costs by nearly 40%. Meanwhile, telecommunications provider BT has introduced an AI assistant named Aimee, which manages half of its 60,000 weekly customer interactions.
The report emphasizes that AI's role is evolving from being a task assistant to becoming a co-architect in decision-making frameworks. 'ICAs flip the script,' said Michael Schrage, research fellow at MIT Sloan. 'They do not just learn from decisions — they learn how to improve the environment in which decisions are made.'
TCS, already a key player in digital transformation, has been actively supporting enterprises on their AI journey. Its GenAI platform, WisdomNext™ 2.0, was recently enhanced with agent-based capabilities, and the company received the NVIDIA Rising Star Consulting Partner of the Year Award for AI Innovation.
This new research series reinforces the growing importance of AI in helping enterprises navigate complex choices, optimize strategies, and build more accountable, human-centered decision systems.
News Source: Memac Ogilvy