AI inspiration & workshop

The context

The new Marketing & Digital Director at Deli Home wanted to mobilize her team of twenty employees (brand & traffic, DTP, and marcom, spread across Gorinchem and Zevenaar) specifically regarding AI. Pragmatic, accessible, and at the same time substantial enough to take the team beyond general information. The challenge: in similar teams, there are always early adopters who are already experimenting extensively, as well as colleagues who are wondering what AI means for their work. With a new team across two locations, and a director who is still getting acquainted, this calls for a setup that accommodates both groups.

The approach

We designed an afternoon AI Readiness session structured as first diverging and then converging. This provides the director with an immediate initial baseline assessment of where the team stands, while the team experiences, during the same session, what AI means for their own work. The practical assignments bring the theory to their own practice, using Deli Home's real brands and real-world challenges.

• AI Literacy as a foundation: an outline of the state of AI, what it can and cannot do, without a sales pitch.
• Diverging in groups: who is already doing what with AI, how does everyone view it, what opportunities and concerns exist
• Converging on the greatest opportunities and the logical next steps
• Practical assignments centered around the four Deli Home brands (CanDo, Bruynzeel, Skantrae, and Weekamp), focusing on content, visuals, data, and process.
• Two levels per assignment: a basic version for first-time experience with prompts and an advanced version for those who want to go further.
  
  

What it yielded

In a single afternoon, Deli Home provided the marketing team with a shared starting point: a recognizable language for AI, an initial impression of where everyone stands, and a set of brand-oriented examples that apply directly to daily practice. The setup gave early adopters room to push forward and provided colleagues who were still finding their way with a safe stepping stone and concrete building blocks. This has established a supported foundation for the next steps regarding AI within marketing and communication.