The Business Challenge
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.
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:
Capabilities Applied
- Best Practices Benchmarking
- External Marketing Executive Interviews
- 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
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.
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.
— Daniel Sargent, Partner
