SaaS has never looked like this: AI-powered. Customer-led. Monster trucks. Cannons. And a little cinematic revenge for every unsung customer hero.
In a market crowded with product-first messaging, 8×8, Inc. , creator of the industry’s most integrated business communications platform for customer experience (CX), is taking a bold, human-first stand with the launch of The Power of You™, a new global brand platform that flips the script on traditional enterprise marketing.
While most software campaigns center on features and platforms, 8×8 is leading with people. The Power of You puts the leading business communications provider’s real customers – IT leaders, CX professionals, and contact center managers – at the center of the story, celebrating their grit, ingenuity, and impact. Using cinematic visuals and generative AI production, 8×8 transforms everyday complexities into heroic storytelling, spotlighting the true drivers of modern business.
“This isn’t a marketing campaign in the traditional sense – it’s one to one storytelling at enterprise scale, but with a soul,” said Bruno Bertini, Chief Marketing Officer at 8×8, Inc. “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 8×8. 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.”
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Real Customers. Real Impact. Really Unforgettable.
The campaign kicks off with two unforgettable customer stories:
Chris Gensmantel, Chief Information Officer at LSH Auto, takes on legacy systems while balancing on a highwire, excavating an archaeological find, and crushing cars in a monster truck, and
Genelle Chamberlain, IT Manager at PrimeSource, launches into complexity while exploring the deep seas, conducting an orchestra, and becoming a human cannonball.
“What stood out to me about this campaign is that it doesn’t spotlight 8×8 — it spotlights us,” said Gensmantel. “The people doing the work, solving the problems, and pushing through. That’s what real partnership looks like.”
Created in collaboration with creative agency Barrett Hofherr and AI production studio 1st Ave, the campaign reflects 8×8’s evolved approach to brand: less noise, more meaning. The goal isn’t to show off what AI can do — but to show what customers can achieve with 8×8.
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“In an industry racing to ‘out-AI’ each other, 8×8 is taking a distinctly human approach, using cutting-edge AI not to showcase itself, but to spotlight its customers,” said Sheila McGee-Smith, founder and principal analyst at McGee-Smith Analytics. “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 .”
A Brand with Purpose
The Power of You will roll out across digital, social, live events, and customer programs throughout the year. launch coincides with 8×8 Day, a company-wide celebration of the customers and teams behind every interaction, every breakthrough, and every story the company tells. For 8×8, this is more than a brand moment — it’s another big step in the cultural shift.
“We believe customer experience starts with human experience,” added Bertini. “And when we help our customers lead with clarity, control, and confidence — everyone wins.”
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