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Creating a Strategic Roadmap for Gen AI Adoption

A top financial services company sought HawkPartners’ strategic guidance and a custom Gen AI toolkit to revamp the organization’s marketing and communications decision-making and strategic implementation.

Methods Used

Best Practices Benchmarking
External Marketing Executive Interviews

Challenge

A top financial services company sought guidance for the adoption and integration of Generative AI within its Marketing and Communications function. The organization engaged HawkPartners to identify best practices and develop a strategic implementation plan.

Approach

HawkPartners conducted a market scan to identify relevant trends in Gen AI adoption within Marketing organizations. We then conducted in-depth interviews with senior marketing leaders at blue-chip organizations to identify cross-industry best practices, Gen AI use cases, and associated KPIs. The core deliverable was a custom Gen AI toolkit including:

Cross-industry best practices
A Gen AI Use Case Library highlighting applications across the marketing function
A custom Use Case Prioritization Framework to identify opportunities to further leverage Gen AI for improved performance and outcomes
Criteria for Gen AI external vendor selection across security, data privacy, capabilities, outputs, creative development, consumer insights, marketing analytics, and other functional capabilities
Roadmap for Gen AI implementation outlining timing, anticipated investments, and organizational risks

“We distilled marketing use cases for Gen AI – a complex and evolving landscape – into a practical toolkit that could drive decision-making and operational efficiencies for our client.”

Impact

The implementation plan that HawkPartners developed will help guide Gen AI decision-making, governance and strategic roll-out for the entire marketing organization. After a series of implementation workshops based on the plan, HawkPartners identified near- and mid-term opportunities to use Gen AI that would result in greater marketing efficiencies and cost savings.