Brands
TCS surges with record-breaking $ 2 billion brand value growth
Mumbai: Tata Consultancy Services (TCS) (BSE: 532540, NSE: TCS) has been rated as the second most valuable IT services brand in the world in the 2024 Global 500 IT services ranking by Brand Finance. Steered by steady investments in AI readiness and a commitment to sustainability, TCS’ brand value has surged to $19.2 billion from $17.2 billion in 2023, a strong growth of 11.5 per cent YoY. The incremental $ two billion growth is the highest absolute growth posted among the world’s top 25 leading IT firms.
TCS has made significant investments over the past decades to expand the global footprint of its brand. These include strengthening its presence at major industry and business forums, in digital channels and social media, boosting its leadership status in Industry analyst reports, its voice in thought leadership and a series of other actions.
In a first such foray seen in the technology sector, TCS has built up the world’s largest sponsorship portfolio of 12 marathons and running platforms, which include iconic events such as the TCS New York City Marathon, the Tata Mumbai Marathon, the TCS Amsterdam Marathon, among others. Recently, it has further strengthened this portfolio, by adding the TCS London Marathon and the TCS Toronto Waterfront Marathon. Every year, over 600,000 runners participate in TCS-sponsored endurance running races in major cities across the world, and billions watch these events in broadcast across the world and through the mobile apps built by TCS.
Artificial Intelligence: TCS’ AI strategy is built on strengthening capabilities across its value chains and helping customers realize its transformative potential. Over 150,000 employees have already been trained in basic GenAI competencies. To empower its employees in AI skillsets further, TCS launched an AI Experience Zone for its workforce. Leveraging its marathon platform, TCS partnered with champion marathoner Des Linden ahead of the TCS New York City Marathon to create a digital twin of her heart. This twin can offer a new method for health measurement and transform the training experience, thereby opening possibilities for real-time, personalized healthcare, by leveraging digital twins, machine learning and artificial intelligence.
Sustainability: TCS has charted a clear path to attain Net Zero Emissions goals of reducing its absolute greenhouse gas emissions by 2030. Aligning its marketing efforts to this objective, TCS also collaborated with the Council for Responsible Sport, to build the ReScore app – a first-of-its-kind digital application that helps sports organizations worldwide to measure and certify their sustainability performance. The TCS Toronto Waterfront Marathon and the TCS London Marathon have already achieved Evergreen and Gold standards on this platform. TCS also supports the world’s first all-electric racing series, Formula E, through the Jaguar TCS Racing team. This partnership catalyzes electrification, advancing efforts towards reduced carbon emissions and fostering sustainable mobility.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
