Esmark AI governance project 1.0
Esmark has embarked on an AI adventure,
optimising marketing and operations. By automating tasks and fostering cross-team collaboration, they've achieved greater efficiency and scalability
Behaviour,
AI & change
AI erases silos, fostering cross-functional collaboration through targeted use cases.
Esmark's AI initiative is divided into two primary paths, each aimed at harnessing untapped organisational potential.
#1
Backstage - streamlining marketing
We began by optimizing marketing workflows, identifying key tasks like content creation and enabling AI-driven collaboration across silos. By developing an AI governance framework, we ensured tools aligned with Esmark’s goals, allowing teams to work more efficiently across functions and focus on high-impact initiatives.
Credit to Oday
#2
Frontstage - operational efficiency
Building on this foundation, we expanded into operations, leveraging AI to support service technicians, cleaning staff, and administrative teams. Through user research and prototyping, we addressed key challenges such as guest inquiries and task coordination, ensuring AI solutions seamlessly integrated into Esmark’s service culture.
This is
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high
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service
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This is • high • service •
Challenge: integrating AI without compromising service quality
Esmark needed a strategy to integrate AI across departments without disrupting existing practices. The goal was not a cost-cutting exercise but rather to enhance efficiency while maintaining—and even improving—service quality. Identifying the right AI use cases was essential, ensuring that automation supported teams in marketing and operations without diminishing the personal, high-touch experience that defines Esmark’s service culture.