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.

Creating a Strategic Roadmap for Gen AI Adoption

Methods Used


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.


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

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.