15-07-2025
TCS and MIT Sloan launch research series, unveil roadmap for human-AI collaboration in enterprises
By Aditya Bhagchandani Published on July 15, 2025, 18:36 IST
Tata Consultancy Services (TCS) and MIT Sloan Management Review (MIT SMR) have announced a collaborative research series exploring the evolving relationship between humans and AI in enterprises. The findings reveal that artificial intelligence (AI) is moving beyond its traditional role as a support tool and emerging as an architect of strategic business decisions.
In a year-long, multi-sector study covering industries like manufacturing, retail, BFSI, healthcare, energy, and technology, TCS and MIT SMR examined how generative and predictive AI are transforming decision-making. The research involved leaders from companies like Walmart, Meta, Mastercard, and Pernod Ricard, uncovering how AI-enabled 'Intelligent Choice Architectures' (ICAs) are being used to improve organizational decisions.
The study identifies a paradigm shift: AI now helps create better decision environments rather than simply automating tasks. These ICAs support enterprises in making smarter, faster, and more accountable choices by predicting outcomes, suggesting options, and clarifying trade-offs.
Some notable examples include: Retail: Walmart and Pernod Ricard use ICAs to personalize customer experiences, identify talent, and refine marketing campaigns.
Manufacturing: Companies like Cummins are using generative AI to simulate extreme product design scenarios and optimize supply chains.
BFSI: Mastercard and Liberty Mutual leverage ICAs for fraud prevention, compliance, and improved customer care.
Healthcare: ICAs assist scientists in drug discovery and diagnostics, cutting discovery times and costs significantly.
Telecom: BT uses an AI assistant named 'Aimee' to handle customer interactions, while Meta integrates ICAs to accelerate product decisions.
According to Ashok Krish, Head of AI Practice at TCS, 'ICAs shift AI from task automation to building superior decision environments for complex situations, ensuring trackable, traceable outcomes that align with organizational goals.'
This initiative builds on TCS's ongoing collaboration with MIT SMR, extending its focus to creating human-centric AI systems that foster transparent, informed, and accountable decision-making.
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Aditya Bhagchandani serves as the Senior Editor and Writer at Business Upturn, where he leads coverage across the Business, Finance, Corporate, and Stock Market segments. With a keen eye for detail and a commitment to journalistic integrity, he not only contributes insightful articles but also oversees editorial direction for the reporting team.
