Generative AI strategy
Accelerating digital innovation for a global experience agency
The challenge
Jack X, the innovation practice of global agency Jack Morton Worldwide, needed to rapidly evolve its digital content capabilities. The President of EMEA/Asia and the Innovation Director required an embedded consultant to identify revenue-driving technology opportunities, mentor internal creative teams, and lead high-profile AI activations.
The approach
We embedded directly within the team to identify content opportunities utilising data, digital tools, and emerging tech to enhance business processes. This included setting KPIs and mentoring key roles, including the broadcast producer, content director, experience director, and creative technologists.
We drove the creative direction for major projects, including an F1 AI photo booth experience for Amazon Web Services (AWS) and the production of over 30 personalised AI videos for an annual executive meeting in Boston. We also initiated a total social media review and presented a global keynote on the commercial application of generative AI at the agency's tech summit, AI FEST.
The outcome
The engagement significantly modernised the agency's innovation toolkit and internal workflows. By delivering a global keynote and arranging a generative AI art installation, we upskilled the wider team while directly contributing creative strategic research that strengthened high-value pitches for major brands like Desperados, Heineken, Lynk & Co, KAO, and UCB.
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