FedEx achieves 9x faster speed-to-market with AI-powered work orchestration
FedEx provides reliable transportation, e-commerce, and business solutions across a complex global network. To manage this scale, FedEx transformed how Marketing and Sales Enablement teams plan, prioritize, and deliver strategic initiatives by building a unified, AI-powered operating model in Asana. By automating manual coordination, FedEx eliminated operational bottlenecks and established a scalable framework for global execution.
FedEx connects people and possibilities around the world by delivering reliable transportation, e-commerce, and business solutions. The organization manages complex global networks to help businesses grow and customers stay connected.
Winner: 2026 Global Work Innovation Award
This award recognized FedEx for its pioneering use of AI-powered workflows to solve complex governance challenges in a legacy logistics industry. By embedding AI directly into the architecture of work, FedEx has established a new global benchmark for enterprise-scale marketing and sales enablement execution.
Our teams are focused on rethinking how work flows across the organization to ensure we are prioritizing high-impact initiatives that deliver real value to our customers. By building scalable workflows and intentionally leveraging AI, we’ve increased visibility and speed while reducing the manual friction that previously existed between teams. This shift allows us to move beyond coordinating work and focus our energy on strategic execution.”
AI-powered marketing demand intake and governance
Previously, FedEx managed marketing initiatives through a network of over 24 intake forms, leading to bottlenecks as teams manually chased missing information. FedEx addressed this by building an intake and governance engine that centralizes all requests into a single stream.
Autonomous triage: AI Studio analyzes structured intake submissions to generate a summarized brief and automatically routes requests to the appropriate strategy lead.
Strategic prioritization: AI-generated strategic briefs help leadership assess priorities and resource allocation, accelerating the execution of approved initiatives.
Technical document creation: Once approved, Asana AI Teammates draft key deliverables such as go-to-market plans and media briefs, significantly reducing manual documentation time.
Decision-making authority: Marketing strategy leaders review all AI-generated outputs to ensure alignment with business priorities before final approval.
The biggest game-changer is leveraging Asana AI Teammates to automatically generate critical business documents from information captured directly in the workflow. Instead of manually recreating briefs and presentations, we produce high-quality technical outputs in far less time, compressing planning timelines from weeks to days.”
Global sales readiness and enablement
The Sales Enablement organization previously operated through regional intake channels without a consistent method for sizing or prioritizing more than 25 weekly global requests. FedEx replaced this approach with a standardized sales readiness engine that qualifies and bundles requests globally.
Intelligent qualification: When a request is submitted, AI Studio identifies similar past projects to enable bundling, reducing intake time from 90 minutes to 30 minutes.
Global portfolio management: Approved requests are automatically added to a global enablement portfolio, where automated timelines provide real-time tracking across all regions.
Integrated work updates: An AI Teammate integrates with OneDrive to generate visual updates of work status in Powerpoint, saving project leads 1 hour per project per week.
Accelerated execution: An embedded AI Teammate synthesizes request data and conducts market research to generate creative briefs and identify gaps, accelerating content development and saving over 1,200 hours annually.
Standardized technical data: An AI Teammate structures technical documentation, such as business requirements documents (BRDs), ensuring a clear context for technical teams.
We didn’t just improve our process. We fundamentally changed how work flows through sales enablement with an AI-powered intake and qualification engine that automatically categorizes, sizes, and prioritizes global requests at submission. What was once fragmented and reactive is now a scalable, intelligent system.”
Executive reporting and workflow expertise
Before consolidating its work, FedEx leadership lacked a centralized view of initiatives, and teams spent excessive time manually assembling status updates. FedEx introduced specialized AI Teammates that serve as process experts and automated reporters.
Smart Status summaries: Asana AI Teammates generate automated project summaries and leadership updates, ensuring stakeholders have consistent visibility into risks and milestones.
Process coaching: Specialized teammates, such as the "QDM Expert" and "Scrum Assistant" provide real-time coaching on internal processes and agile frameworks–like generating a new delivery PDD in minutes.
Decision acceleration: By automating documentation and reporting, FedEx reclaimed 300+ hours per year previously spent on manual review and alignment effort.
We established a single path for managing demand from intake through review. We realized the true value lay in removing friction between teams; AI enabled us to turn fragmented inputs into a seamless, end-to-end system that offers room to expand and evolve its impact. ”
Conclusion
Before this transformation, FedEx relied on manual reconciliation to advance complex marketing and sales initiatives. By building a scalable, AI-supported system, FedEx has shifted from manual coordination to strategic decision-making. This architecture ensures consistent execution and measurable impact as global demand grows.