DESCRIPTION
The project was launched at a dynamically growing hotel marketing agency that had been working for years on the marketing communication, campaigns, and content strategies of several domestic and foreign hotels. The company’s operations were highly time-sensitive: it required a quick response time for tasks from clients, adapting to continuously changing campaigns and seasonal demands, and most workflows involved significant manual workload. The management recognised that if the company wanted to maintain its growth rate and competitive edge, it needed internal AI capabilities to work faster, more efficiently, and more scalably. Therefore, DetSystems began working with them under the AI Office framework, which aimed not only at automating certain processes but also at transforming the whole operation of the company to develop a strong, independent AI knowledge internally. At the beginning of the project, two designated team members participated in an intensive AI introductory and practical training, during which they learned about the functioning, tools, and opportunities of AI, and then started to apply these in their own projects.
PROBLEM
The biggest challenge facing the hotel marketing agency was that the team carried out all essential tasks manually: from campaign planning to content creation, data processing, and client communication. Due to the seasonal nature of marketing tasks, the workload often increased dramatically, causing continuous time shortages, stress, and capacity constraints for the team. While the company's management recognised the potential of AI, there was no internal knowledge or resources to begin the transition. Team members primarily had creative and communications backgrounds, and although they were open to technological innovations, they were unsure how to turn AI into real business value.
This situation hindered the company's long-term development. The quick response time, which is essential in hotel marketing, was difficult to maintain because a lot of time was spent on administrative or repetitive tasks. Analyzing campaigns, assembling materials, content production, and reporting involved significant manual work. It was clear to management that if the company did not build its own AI capabilities, it would not be able to keep pace with the market demands. Thus, the issue was not only that too much time was spent on manual work, but also that the organisation lacked sufficient internal knowledge to initiate and sustain AI implementation.
SOLUTION
DetSystems has developed a solution aimed at ensuring both rapid operational change and long-term internal capability building. During the first day held under the AI Office framework, the two designated employees received the foundational knowledge necessary for the role of AI Champion. The training was intensive, practice-oriented and fully built upon the company's operations. Participants learned the practical use of AI tools in content production, campaign planning, reporting, data processing, and workflow optimization. Throughout the day, they not only gained theoretical knowledge but also started working on specific projects, making it evident after just a few hours how AI can be effectively applied in their own work areas.
The greatest value of the project was that the two employees quickly grasped the possibilities of the technology, revealing that no technical background is necessary to become an effective AI Champion. Despite their marketing backgrounds, team members learned in a short time how to build AI agents, how to automate various parts of campaign management, and how to make copywriting, content creation, or reporting faster and more accurate. From that point on, DetSystems' role was not daily operational development, but continuous mentoring and knowledge transfer. Through regular follow-up sessions, we introduced them to new tools and techniques, answered their emerging questions, and provided guidance on how to advance their own projects.
With the strengthening of the internal AI Champion role, the company's operations took an entirely new direction. The two designated employees soon became independent developers, and as the project progressed, they began building increasingly complex AI solutions. During the collaborative work, they independently completed three successful projects, all of which significantly contributed to the company working faster, providing better quality service to its clients, and having a much more transparent process.
RESULT
The project's results far exceeded a simple technological transition. In the short term, the company was able to accelerate its operations, simplify daily marketing processes, and reduce administrative burdens. The assembly of campaigns, content production, and data analysis all became faster and more predictable. For employees, AI remained not a mystical technology, but a natural tool integrated into daily work, making task completion easier.
However, the long-term results were even more exciting. Two employees from the company—who originally came from non-technical backgrounds—became full-fledged AI Champions, capable of formulating and implementing their own project ideas. The company now has internal AI capabilities that operate independently, evolve, and create value. DetSystems is merely in a supportive, mentoring role while the company continues to realise new AI projects. The project well illustrates how to transform a marketing agency so that AI is not just another development among many, but a natural and sustainable part of operations in the long term.
