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      11 Apr 2025 TCS Partners with Google Cloud to Accelerate AI-led Transformation in the Retail Sector
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      01 Apr 2025 TCS Positioned as a Leader in Worldwide Discrete Manufacturing Product Lifecycle Management Strategic Consulting Services and Systems Integration by IDC MarketScape
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      TCS is here to make a difference through technology.

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      05 May 2025 Jazeera Airways Partners with Tata Consultancy Services to Power AI-led Transformation, Reimagine Digital Customer Experience
      02 May 2025 IBM, Tata Consultancy Services and Government of Andhra Pradesh to Deploy India’s Largest Quantum Computer in the Country’s First Quantum Valley Tech Park
      30 Apr 2025 TCS Collaborates with SAP to Enable Enterprise-wide GenAI and Cloud Adoption For its Customer
      View all
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      02 May 2025 TCS Ranked Denmark’s #1 IT Service Provider for Customer Satisfaction in 2025
      23 Apr 2025 TCS Partners with Google Cloud on Agent-to-Agent Interoperability Protocol to Drive Future-Ready Enterprises
      11 Apr 2025 TCS Partners with Google Cloud to Accelerate AI-led Transformation in the Retail Sector
      View all
    • Analyst recognition

      Recent recognitions

      22 Apr 2025 TCS Ranked #6 Amongst Banking Technology Providers and Recognized as a Regional Leader across all Geographies by Everest Group
      17 Apr 2025 TCS BaNCS Named a Leader Among Wealth Management Products by Everest Group
      01 Apr 2025 TCS Positioned as a Leader in Worldwide Discrete Manufacturing Product Lifecycle Management Strategic Consulting Services and Systems Integration by IDC MarketScape
      View all
    • Events

      Upcoming events

      11 Jun 2025 TCS and PTC Present the North America Leadership Forum 2025
      04 Jun 2025 Veeva R&D and Quality Summit: Developing Better Health Outcomes
      19 May 2025 TCS at Sapphire 2025
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    • Who We Are
    • Sports sponsorships

    Here’s how AI is driving change—both in sports and business

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    Who we are

    Sports Sponsorships This will open an overlay

    TCS Sports Sponsorship: Where Technology Meets Sports

    TCS is building on its belief in sports by bringing innovation and technology to global events such as Formula E, the New York marathon, and the Mumbai marathon
    Learn More
     about TCS Sports Sponsorship: Where Technology Meets Sports
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    Related Insights
    TCS London Marathon: Running for Good Causes
    As we head deeper into the digital age, TCS London Marathon will focus on education initiatives and encourage youth to lead active and healthy lives.
    Article
    21 Apr 2023
    Reliving the legacy of the TCS London Marathon
    Deploying advanced digital technology, the TCS London Marathon app enables runner tracking virtually and, on the course, making the race accessible and inclusive.  
    Report
    28 Sep 2022
    TCS World 10K Bengaluru 2023: Running as a Community
    Read all about the TCS World 10K Bengaluru 2023 and know how committed Olympic champion Sanya Richards-Ross leverages technology to train and improve performance.
    Events
    28 Jun 2023

    Highlights

    • Sustainability and performance don’t have to be a trade-off in elite sports or business.
    • Generative AI (GenAI) can help bring both together in a balanced way by enabling better data mining and decision-making.
    • Collaboration will be vital to helping AI flourish as an enabler of greater sustainability across industries.

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    To sustainability Better decisions Carbon reporting AI is not a panacea Collaboration is key

    AI unlocks sustainability

    Sports and businesses alike have a great opportunity to become more sustainable or to reach extremely high levels of performance. Doing both together, however, is challenging.

    This is how the scene was set at our roundtable event titled ‘On track to sustainability: Harnessing AI in sports and business’, held at the 2024 London E-Prix in July. It brought together leaders from across industries to focus on the role of AI in reducing environmental footprints.

    Rather than viewing sustainability and performance as a trade-off, participants were encouraged to consider how GenAI can help bring both together in a balanced way

    Enabling better decision-making

    AI is changing and improving how we make decisions.

    GenAI has many implications in terms of the use cases currently being developed, the impact it will have on business and jobs, and the challenges it can pose to governance. However, one of the greatest advantages is its impact on decision-making.

    When it comes to the E-Prix, the difference between the top performers isn’t necessarily about skill levels—it is often decision-making that determines the winners and losers.

    AI is a fundamental differentiator that can help you make the right choices at every level of the organisation. If you harness the technology to make better decisions, they become exponential rather than just incremental.

    While there are countless opportunities for businesses to harness the power of AI, its greatest value may be in helping organisations make sense of all the data they already hold but cannot exploit.

    For example, a lot of sustainability reporting models focus on the past. AI can turn this perspective around and help companies plan and optimise their pathway to the future. With the right inputs, it could help them create roadmaps that account for their medium- to long-term carbon emission reduction goals.

    Improving reporting and forecasting with AI

    The industries represented by the roundtable participants are replete with examples of how AI tools can improve reporting and forecasting.

    In the energy sector, AI is seen as an essential tool to predict shifts in demand patterns, as electricity grids become more diversified and distributed thanks to the transition to renewables. Not only will this help make the best possible use of low-carbon sources, but it can also help with energy trading, ensuring that consumers get the right amount of electricity at the right time and the best price.

    Similarly, in the insurance sector, AI could help combine a multitude of datasets from diverse sources to monitor the carbon footprint not only within the organisation but also among those it insures.

    AI-enabled models are also set to affect healthcare and sports medicine, one participant highlighted, with the technology being used to create digital twins of human organs such as the heart. These models could be used to fine-tune the training regimens for athletes and enable surgeons to practise on an actual model of a person’s heart ahead of performing an operation.

    Avoiding data swamps

    With all the potential that AI brings toward striking the balance between enhancing performance and becoming more sustainable, industry leaders also pointed out that it must not be viewed as a panacea—AI and data alone will not be able to fix things.

    Participants from the automotive industry cautioned that simply storing all possible data and running AI on it would not yield meaningful results—it would amount to creating a ‘data swamp’. Before unleashing AI tools on data, the first step should be to fix issues and establish what data should actually be stored.

    This is crucial toward limiting the organisation’s carbon footprint, as more data storage means more carbon getting expended. This is one reason why the IT sector itself has an exponentially rising energy use and carbon footprint.

    Harnessing AI across industries and stakeholders

    Like many other questions surrounding AI, the sustainability challenge calls for a joint approach, not only across industries but also with regulators and policy-makers. Only a collaborative effort will enable the creation of harmonised standards and solutions to help AI flourish in its support of the green transition.

    In closing the roundtable, participants considered AI in the context of balancing performance and sustainability.

    They concluded that getting both right is an ongoing battle that requires continued financial, political, and practical investment. They agreed that only through collective responsibility will we set the right path and exceed expectations.

    Harnessing AI across industries and stakeholders

    Like many other questions surrounding AI, the sustainability challenge calls for a joint approach, not only across industries but also with regulators and policy-makers. Only a collaborative effort will enable the creation of harmonised standards and solutions to help AI flourish in its support of the green transition.

    In closing the roundtable, participants considered AI in the context of balancing performance and sustainability.

    They concluded that getting both right is an ongoing battle that requires continued financial, political, and practical investment. They agreed that only through collective responsibility will we set the right path and exceed expectations.

    AI is a fundamental differentiator that can help you make the right choices at every level of the organisation. If you harness the technology to make better decisions, they become exponential rather than just incremental.

    Related reading

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    Using data analytics to formulate a successful formula E race strategy

    Solution | 29 Mar 2023   Opens in new tab

    Accelerate Enterprise Generative AI Adoption with TCS AI WisdomNext™

    Solution | 05 Jun 2024   Opens in new tab

    TCS ZeroC l Business Carbon Footprint Calculator 

    Solution | 02 Feb 2023   Opens in new tab

    Sustainable Business: TCS’ Commitment to the Planet

    22 Apr 2025   Opens in new tab

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