HGS bets on ‘Intelligent Experience’, offers 90-day ROI guarantee for AI projects

Indian mid-sized IT firm Hinduja Global Solutions (HGS) has rolled out a company-wide repositioning around “Intelligent Experience”, alongside a 90-day ROI-backed execution model, as it seeks to address rising enterprise concerns over failed AI deployments and stalled pilot projects.

The BSE- and NSE-listed technology and business services provider said the new positioning marks a shift from AI experimentation to outcome-led transformation, embedding intelligence directly into critical enterprise workflows. The refreshed brand identity underscores a sharper focus on user-centric design, disciplined execution and measurable, scalable results.

The move comes against the backdrop of mounting industry challenges, with research indicating that nearly 95% of generative AI initiatives fail to deliver return on investment, while a majority remain stuck in pilot stages. HGS said its strategy is aimed squarely at solving this gap by enabling enterprises to transition from proof-of-concept to production-grade deployments.

At the core of the repositioning is HGS’s “Realized AI” methodology, which treats AI as an operational capability rather than a standalone technology layer. Each engagement is anchored in a 90-day proof-of-value framework and a “ROIX” (Return on Intelligent Experiences) commitment, tying projects to defined metrics, shared accountability and demonstrated ROI before scaling. The company said this approach is designed to eliminate open-ended pilots and bring greater certainty to AI-led transformation.

“What sets companies apart today is AI execution. Our move toward Intelligent Experience is about turning intent into performance,” said Venkatesh Korla, Global CEO of HGS, adding that the company is focused on helping clients move beyond experimentation to outcomes that “hold up in the real world with speed, discipline and confidence.”

HGS’s strategy brings together applied AI, data, automation and human judgement to simplify workflows and deliver repeatable outcomes at scale. Clients are increasingly looking beyond efficiency gains to fundamentally redesign how work gets done, the company said.

The rebrand also introduces a new visual identity, including a fingerprint motif symbolising trust, individuality and human-centric intelligence—signalling what the company describes as a blend of technology-led transformation and human insight.

“Everyone in the AI, technology services and BPO markets is promising transformation; almost no one is guaranteeing it,” said Andrew Kokes, Chief Marketing Officer at HGS. “Intelligent Experience is a deliberate stake in the ground… for organisations ready to be measured by outcomes.”

Industry executives say such outcome-linked models are gaining traction as enterprises tighten technology spending and demand clearer accountability from vendors. A client testimonial from Astound Broadband highlighted HGS’s shift from pitching AI potential to demonstrating tangible results, reinforcing the company’s positioning as a partner focused on execution certainty rather than experimentation.

HGS’s repositioning comes amid a broader wave of brand and strategy resets in the IT services sector. Recently, LTIMindtree rebranded itself as LTM, positioning as a “Business Creativity” partner for the AI era, while sharpening its focus on outcome-led transformation. Like HGS, the company is moving beyond traditional services toward embedding AI into business workflows, though HGS is differentiating itself by explicitly tying engagements to time-bound ROI commitments. Peers such as Genpact and Accenture have also revamped their brands and operating models to align with AI-led transformation in recent months.