Thoughtworks has turned its market intelligence team into a growth engine—and it just earned global recognition for it. The tech consultancy won Customer Insights Program of the Year at the 2025 ITSMA Global Marketing Excellence Awards, which honor innovation and measurable impact in B2B marketing.

The accolade highlights Thoughtworks’ AI-first overhaul of its client intelligence services, a program that has already proven to be a multimillion-dollar commercial driver by cutting time-to-insight and embedding intelligence directly into sales workflows.

From Research to Growth Partner

What impressed the judging panel wasn’t just efficiency—it was the scale of impact. “Thoughtworks stands out for its exceptional quantifiable results and innovative scaling of insights through AI-powered automation,” said the ITSMA committee, noting the company’s ability to generate ROI without requiring massive new resources.

By automating data-heavy research tasks, Thoughtworks freed up its analysts to focus on strategy. The shift is striking: researchers now spend over 80% of their time on higher-value analysis, boosting both impact and job satisfaction.

AI Agents Meet Human Insight

The program runs on a human-AI collaboration model, combining Gemini LLM and other AI-powered intelligence platforms within the company’s existing Google ecosystem. That meant no lengthy build from scratch—instead, the team used Google Apps Script to create a self-service experience layer for sales and marketing.

The result: a platform that delivers curated client intelligence in minutes, slashing turnaround time by 50% while keeping quality intact. Sales teams now access insights directly inside their workflows, helping them pursue opportunities with precision and strengthen client relationships.

What’s Next: A “Super-Agent”

The company isn’t done. The next phase is ClientIntelAI, a “super-agent” that will connect multiple existing agents and apps into a single orchestrated experience. If it works as planned, it could mean fully automated end-to-end intelligence workflows—a move that could reset expectations for how consultancies operationalize customer insights.

The Bigger Picture

For B2B firms, the award underscores a growing trend: customer intelligence is moving from static reports to dynamic, AI-powered engines. Rivals from Deloitte to Accenture have been exploring similar models, but Thoughtworks’ recognition signals how quickly this shift is becoming table stakes for enterprise sales and marketing teams.

“Winning the award is a testament to our commitment to AI-first innovation,” said Julie Woods-Moss, CMO at Thoughtworks. “Our research team led the way in adoption and growing AI mastery across marketing. The transformation empowers sales with rapid, actionable insights that fuel deeper client engagement.”

Bottom Line

For Thoughtworks, this isn’t just an award—it’s validation that AI-driven intelligence isn’t a side experiment anymore, but core to revenue growth. And in a consultancy market crowded with digital transformation promises, execution—and recognition like this—might just be the differentiator.

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