Case Study: Workday drives record-breaking AI-powered customer engagement with Sparks

Workday boosts Expo floor interactions 60% with Sparks

Workday, a major enterprise software company, faced the challenge of differentiating its AI strategy at its flagship Rising conference amidst widespread customer "AI Fatigue Gap"—the disconnect between high-level tech hype and practical, human-centric application. Their goal was to evolve the event into a tangible roadmap for the future of work, scaling intimacy for over 32,000 hybrid attendees while humanizing AI innovation and providing actionable tools. They partnered with the experiential agency Sparks to design and produce the event.

Sparks designed a seamless, persona-led attendee journey across a two-million-square-foot campus, featuring interactive demos, hands-on labs, and sandbox testing zones to make AI tangible. The solution balanced technical innovation with human-centric wellness and accessibility programming. The results for Workday were record-breaking: a 6% YoY attendance increase to 32,000+, a higher satisfaction score of 4.2/5.0, a 60% increase in Expo interactions, and 220+ media placements with 99% positive brand sentiment, solidifying Workday's position as a trusted AI leader.

Workday