AI Integration
AI Integration
By understanding how strategy, brand and design operate, I identify where AI can improve speed, quality, consistency or stakeholder buy-in, and build systems that make it practical, scalable and commercially valuable.
ATSC@LE
The Challenge
ATSC@LE’s business development manager needed to create bespoke sell-in visuals and campaign user journeys to capture attention in outreach.
Generating these materials relied on design resource and longer turnaround times, risking missed opportunities.
The System
With the agency’s access to OpenAI Workspace and Higgsfield, I designed an integrated AI workflow. First, supporting the development of an ideation GPT which generates ATSC@LE-compatible sampling concepts inspired by a brand.
I then established a visual template optimised for AI image generation. To operationalise the process, I built a GPT guide which:
- Guides users step-by-step through the workflow
- Generates customised prompts, supporting brand lifestyle imagery and messaging creation
- Supplies base structural files
- Supports iteration and refinement of generated visuals
Work that works
New business can now generate campaign visuals and journeys independent of creative resource, rapidly creating bespoke outreach.
Continuous Intelligence Systems
The Challenge
Market insight traditionally relies on subscriptions, paid reports and manual research. With global clients, language barriers make it harder to explore proactively, and limited time and resources mean it often doesn’t happen.
As AI tools became more visible across the industry, I identified an opportunity to rethink how credible research could be accessed and applied.
The System
I developed structured intelligence agents using a defined validation and governance process. Initial outputs are manually tested to ensure credibility, before embedding strict source boundaries and instruction frameworks that maintain rigour without ongoing oversight.
Transforms verified global alcohol market data into clear, cross-market strategic direction for growth decisions. 
A premium travel retail behaviour engine converting global industry movement into activation-ready strategic signs. 
An always-on behavioural radar identifying emerging shifts in how people discover, choose and stay loyal. 
A live competitive visibility tracker benchmarking luxury Scotch presence, tone and momentum across AMEA. 
A dedicated UK mindful drinking intelligence layer decoding cultural, generational and regulatory shifts in low and no alcohol. 
A behaviour-led global sampling intelligence engine mapping activation formats, measurement and impact across markets. 
An experiential innovation radar qualifying emerging immersive technologies for real-world brand deployment. 
A structured cultural foresight scan mapping the evolving rituals, aesthetics and sensory codes of global drinking culture. 
A UK in-market activation benchmark spotlighting what is working now across shopper and experiential environments. 
A UK retail and commerce intelligence layer translating technology change into shopper conversion advantage.
Each agent delivers a consistent core report, revealing trends now and over time. Teams can explore further through guided prompts or shape their own enquiries within the same governance framework, with outputs designed to drop directly into existing presentation formats.
Work that works
AI-enabled intelligence now operates on two levels: continuous market visibility and rapid-response strategic edge.
Heineken Global Pitch
For the Global Sampling pitch, I created the Global Sampling Radar. Its live, region-specific intelligence was a decisive factor in the win.
Royal Brackla Opportunities
Our monitoring agent identified a premium alcohol tax shift in India, creating early visibility of a market opportunity for our clients.
Bacardi Tech Innovation
SenseWorks tracks emerging technology and experiential innovation, allowing us to flag GTR opportunities ahead of mainstream adoption.
Living Brand Systems
The Challenge
Brand guidelines, campaign platforms, activation toolkits and audience insight are constantly updated. Across internal departments, agency teams and external partners, it becomes difficult to know what is current and what is not.
The System
I design brand-specific ecosystems tailored to an organisation’s needs. Specialist agents that are structured for easy documentation updates while also drawing on live market and competitor information through regulated online sourcing.
Brand
A living brand guardian: a single, up-to-date source of truth.
- Brings new team members quickly up to speed
- Explores and develops ideas within the brand’s positioning and spirit
- Challenges off-brand thinking and protects distinctiveness
- Supports the creation and review of presentations, visual concepts and formal brand documentation
Audience
Trained on defined segmentation and behavioural insight.
- Tests ideas and creative against real audience motivations
- Returns structured qualitative and quantitative feedback
- Highlights what’s working, what isn’t and suggests course corrections
- Enables faster refinement and more confident decision making
Approvals
A structured review layer before work is shared.
- Reviews decks and proposals from a fresh, independent perspective
- Highlights areas that may be unclear, open to interpretation or invite questions
- Strengthens rationale and narrative before circulation
- Can be configured around specific client or leadership context, informed by prior feedback
Work that works
For the Berry Rouge NPD launch, the Audience Agent trained on Grey Goose’s Vodka Passionates independently returned the same conclusions as official workshops and testing, while also adding relevant category nuance.
This demonstrates the power of the system: rapid, on-demand interrogation that strengthens work and extends speed and rigour across every stage of development and approval.
