8x8 has introduced a new brand platform, The Power of You, which focuses on the experiences and achievements of its customers rather than highlighting product features.
The company states that The Power of You places real customers – such as IT leaders, customer experience professionals, and contact centre managers – at the heart of its messaging. This campaign departs from typical industry approaches, which traditionally highlight software specifications or AI innovations, and instead aims to celebrate the role of users in business transformation.
Customer-led storytelling
Bruno Bertini, Chief Marketing Officer at 8x8, explained the campaign's intentions and differences from conventional marketing activities.
"This isn't a marketing campaign in the traditional sense - it's one to one storytelling at enterprise scale, but with a soul. We're using AI to do something radically human: make our customers the protagonists of their own stories, not props in ours. They're the ones navigating complexity, connecting teams, and leading through uncertainty - and they deserve to be seen. While the industry races to showcase AI features, we're showcasing what our customers achieve with 8x8. The Power of You is our way of saying: we see you, we celebrate you, and we're here to help you lead with confidence."
The initial phase of The Power of You campaign features two customers: Chris Gensmantel, Chief Information Officer at LSH Auto, and Genelle Chamberlain, IT Manager at PrimeSource. Their stories are presented using cinematic techniques and generative AI. In these narratives, business challenges are translated into visual metaphors, such as highwire acts, archaeological excavations, deep-sea explorations, and even monster truck stunts.
Gensmantel commented on the company's approach to the campaign, saying:
"What stood out to me about this campaign is that it doesn't spotlight 8x8 - it spotlights us. The people doing the work, solving the problems, and pushing through. That's what real partnership looks like."
Industry perspective
The Power of You campaign was produced in partnership with creative agency Barrett Hofherr and AI production studio 1st Ave. The approach was noted by Sheila McGee-Smith, Founder and Principal Analyst at McGee-Smith Analytics.
"In an industry racing to 'out-AI' each other, 8x8 is taking a distinctly human approach, using cutting-edge AI not to showcase itself, but to spotlight its customers. The Power of You campaign is unlike anything I've seen; it blends generative AI and storytelling to elevate real users as heroes. This is customer-centricity in action, not just as a talking point but as a brand-defining practice. It's bold, memorable, and a refreshing departure from the 'look-at-our-tech' narrative dominating enterprise communications today."
Rollout and company vision
The campaign is set to appear across a range of online and offline channels, including digital media, social platforms, live events, and customer engagement programmes. 8x8 has positioned this campaign as part of a broader effort to shift business culture from technology-focused to people-centred approaches to customer experience.
Bruno Bertini added some remarks about the company's ethos underpinning the new brand platform:
"We believe customer experience starts with human experience. And when we help our customers lead with clarity, control, and confidence - everyone wins."
