DESCRIPTION
The project started at a marketing company that is one of the key players in the field of digital communication and campaign planning in the country. The company's management recognized that artificial intelligence not only allows for faster content creation but also offers deeper strategic advantages, if they can develop in-house competencies capable of designing, implementing and maintaining AI-based solutions. In this spirit, the company identified five AI use cases that could have significantly improved both daily operations and customer service: the goal was for each of these to become a real, operational prototype while the team also learned the fundamentals of building AI solutions. Work began within the framework of the DetSystems AI Office, where development and education proceeded in parallel, reinforcing each other. The project aimed not only to create new systems but also to enable the company’s internal teams to independently carry on similar projects in the future.
PROBLEM
The marketing company has been successfully operating for years; however, due to growing customer demands and the accelerating pace of digital channels, there has been increasing pressure on the internal teams. The assembling of campaigns, brainstorming of content, data processing, and reporting all came with significant manual workloads, while the creative processes received increasingly shorter deadlines. The leaders saw that artificial intelligence could transform these workflows, but the organization did not possess the knowledge required to initiate, coordinate, or later sustain AI projects. Although several team members were interested in the technology, they lacked the structure that would have provided them with practical learning and the basics of independent development. The company wanted to start moving towards AI-based operations, but in such a way that it would not merely be a series of external developments, but that internal competencies would also be strengthened, enabling the team to realise its own ideas in the long term.
SOLUTION
DetSystems has implemented an AI Office model that focused at the same time on building the five use cases and developing the team's internal knowledge. In the first phase of the collaborative work, we mapped out the business significance of each use case and then began transforming them into functioning prototypes. Every step of the process happened with involvement: the company's employees participated not as external observers but as active builders, who saw in real time how an idea becomes a concrete AI solution. One of the project's special features was that one prototype was created entirely by a copywriter and the team’s creative professionals using a so-called vibe coding technique. The essence of this method is that development is not shaped by traditional programming approaches, but rather follows the user's mindset and intuition, which perfectly demonstrated that the lack of technical background is not a barrier to the use of AI tools.
Two team members underwent a special AI Champion training, during which they learned how to build systems, how to create workflows, how to test and fine-tune AI agents, and how to bring a project from the initial idea to a functioning solution. The training and development process merged: while we were building the individual solutions, participants learned the basics of AI use through real examples. DetSystems' role gradually transformed: after the initial intense collaboration, the team worked more independently, and we took on a more mentoring and professional guidance role, where we showcased new tools and development opportunities during follow-up sessions.
RESULT
The outcome of the project was exceptional both in the short and long term. The company transformed all five AI use cases into functioning prototypes, which directly improved daily operations: content production became faster, campaign processes became more organized, data processing became clearer, and operational burden was significantly reduced. The solutions not only increased efficiency but also allowed the marketing team to dedicate more time to creative, high-value-added tasks. However, the project offered even more: the company's two AI Champions became true internal innovation players, who now independently carry out new projects and develop their own solutions. One of the most important outcomes was that the team understood no technical background is necessary to build effective AI solutions. The company acquired internal knowledge that ensures stable, innovation-capable operations in the long term, allowing AI to be present in everyday life not as a series of external developments, but as the company's own capability.
