Intel
Intel needed to address a mainstream lack of understanding about AI innovation and Intel’s role in its development. Research showed that people didn’t understand Intel’s AI capabilities because they couldn’t experience them directly — the innovation story needed to be told through a human lens.
This insight led to a “show-don't-tell” strategy of making AI leadership tangible by demonstrating its real-world impact. With We., Intel conceptualized the first AI-powered Olympic Games, leveraging its sports heritage and partnership with Paris 2024. Through press events, tailored stories, a BBC docuseries and interviews, Intel showcased AI’s human-impact potential — democratizing access to sport, navigating the future of accessible wayfinding and powering equitable broadcast viewing — and set the stage for adoption across all sectors.
Efforts across earned, paid, owned and social succeeded in generating globally consistent coverage, including 700+ Intel-owned articles across six continents that generated a direct impact on sales leads.
“Intel’s success at Paris 2024 was anchored in our partnered communications strategy with We., enabling us to connect with new audiences and amplify Intel’s AI leadership in a human way.”
Fran Ashcroft, Senior Director of EMEA Communications at Intel
