Mphasis launches global campaign redefining AI in enterprise transformation

Mphasis has unveiled its global campaign titled ‘AI Without Intelligence Is Artificial’, positioning intelligence as the defining element in enterprise AI transformation. The campaign demonstrates how Mphasis’ next-generation AI platform, Mphasis NeoIP, combines enterprise knowledge, context, and automation into one continuous, intelligent process.

As the AI market rapidly expands, McKinsey estimates generative AI could add up to $4.4 trillion in annual global productivity. Despite this potential, many organisations continue to see limited financial impact, highlighting the need for intelligent, context-driven AI that delivers scalable value. Mphasis’ campaign addresses this gap through a narrative that underscores the difference between artificial automation and intelligent transformation.

Veda Iyer, global chief marketing officer, head of hyperscalers and strategic partnerships, and head sales – APAC, said the campaign challenges the industry to ask what happens when intelligence is missing from AI. She noted that Mphasis NeoIP integrates proprietary AI solutions, third-party technologies, and client assets into a unified, secure, and scalable platform that evolves with business needs, reducing reliance on traditional reinvestment cycles.

The campaign extends across digital, social, and experiential platforms, targeting decision-makers in banking, healthcare, insurance, and hi-tech sectors. It reframes AI as a contextual partner capable of learning, adapting, and driving sustainable business outcomes.

Mphasis’ approach, exemplified through its work with global financial institutions, focuses on modernising technology, enhancing security, and building agile digital infrastructure. The campaign reinforces the company’s belief that true transformation occurs when AI systems are intelligent by design and deliver measurable, long-term impact.