Global technology leader Wipro Limited has announced a strategic partnership with HanesBrands Inc., a leading apparel company, to power its IT 2.0 transformation initiative through generative AI and advanced cloud technologies. The collaboration aims to strengthen HanesBrands’ technology backbone, enabling smarter operations, streamlined workflows, and improved business agility through GenAI-driven automation and insights.
The partnership, announced this week, is focused on creating an AI-first enterprise model that will leverage Wipro’s expertise in enterprise modernization, data platforms, and cloud-native systems. Through this initiative, Wipro will help HanesBrands reimagine its IT infrastructure and integrate generative AI tools across key business functions including design, manufacturing, supply chain, and marketing.
According to the announcement, the transformation is part of HanesBrands’ larger strategic vision to improve operational efficiency and accelerate digital innovation. The initiative—termed “IT 2.0”—is designed to help the company transition from traditional technology models to intelligent systems powered by automation, analytics, and artificial intelligence.
“Wipro is committed to helping HanesBrands unlock new levels of performance and innovation through generative AI and cloud transformation,” said Jo Debecker, Global Head of Wipro FullStride Cloud. He emphasized that the collaboration would bring together Wipro’s GenAI solutions, cloud-native capabilities, and engineering expertise to reshape HanesBrands’ IT ecosystem for long-term scalability.
The engagement will draw on Wipro’s ai360 ecosystem, an integrated framework that connects generative AI tools, automation engines, and data analytics to deliver measurable outcomes. This includes applications for predictive maintenance, intelligent supply chain management, and AI-assisted decision-making.
For HanesBrands, which manages a large global portfolio including brands such as Hanes, Champion, and Maidenform, the initiative represents a major step toward digital maturity. By leveraging generative AI, the company aims to create a more adaptive IT environment that supports faster product development cycles, improved demand forecasting, and personalized consumer engagement.
In a statement, HanesBrands Chief Information Officer noted that the collaboration would help the company advance its business modernization goals while enhancing data-driven decision-making across functions. “Our goal is to use technology to not only improve operational efficiency but also deliver superior experiences to our customers worldwide,” the executive said.
Wipro’s approach combines cloud migration, data modernization, and AI governance frameworks to ensure seamless integration and compliance with industry standards. The partnership also includes the creation of an AI-powered command center to monitor operations, optimize energy use, and detect inefficiencies in real time.
Industry observers view the collaboration as a reflection of a growing trend in the retail and apparel sector, where enterprises are turning to generative AI for value chain optimization. According to McKinsey’s 2025 Retail AI Outlook, generative AI could contribute up to $400 billion in additional value to the global retail industry by improving demand forecasting, product design, and marketing personalization.
By adopting GenAI-led transformation, HanesBrands joins a group of major manufacturers and retailers that are actively investing in AI-enabled IT modernization. The IT 2.0 framework that Wipro is implementing emphasizes not just automation but also sustainable and human-centric design principles. This includes AI tools that help predict consumer preferences, reduce waste in production, and improve overall supply chain sustainability.
Wipro’s extensive track record in AI implementation and its collaborations with global technology leaders such as Microsoft, Google Cloud, and AWS are expected to play a pivotal role in executing this project. The company’s AI solutions have been widely adopted across industries including finance, healthcare, and energy, marking a continued expansion into retail and consumer sectors.
As part of the rollout, Wipro will establish an innovation lab dedicated to exploring use cases of generative AI for retail and manufacturing, focusing on areas like product visualization, automated report generation, and virtual customer assistance. The partnership underscores Wipro’s broader vision to help global enterprises move toward intelligent, autonomous operations powered by GenAI.
Experts believe this move aligns with the rapid global adoption of AI-led enterprise reinvention, where companies are integrating machine learning, large language models, and data analytics to accelerate business transformation. “Partnerships like this signal how AI is evolving from a pilot-stage technology to a fundamental business driver,” said an industry analyst. “It’s about embedding intelligence into every layer of operations.”
The collaboration also reinforces Wipro’s growing focus on enterprise AI solutions as a key revenue driver. With the global generative AI market expected to surpass $100 billion by 2030, IT service providers are intensifying their efforts to deliver tailored solutions that address industry-specific challenges.
HanesBrands’ IT 2.0 transformation with Wipro is expected to roll out in phases over the next two years, covering system integration, cloud adoption, and workforce training. Both companies stated that the project will prioritize scalability and security, ensuring responsible AI deployment that aligns with data privacy norms and sustainability standards.
The initiative marks another milestone in Wipro’s ongoing push to position itself as a strategic partner for enterprises pursuing AI-enabled digital transformation. For HanesBrands, the collaboration represents a significant opportunity to enhance global competitiveness and resilience in a fast-evolving market landscape.