Deloitte - Gen AI
Marketing AI-powered solutions
Overview
The Deloitte Generative AI project aimed to revolutionize how Deloitte communicates and engages with its GPS (Government and Public Services) clients through innovative and impactful messaging strategies. The initiative sought to integrate advanced technology with human insight, embodying Deloitte’s ethos and values while ensuring every interaction was meaningful.
My Role
As a Generative AI Campaign Strategist and Researcher, my responsibilities encompassed competitive analysis, market trend identification, and the development/refinement of product and service descriptions. I played a crucial role in ensuring our messaging was clear, appealing, and aligned with Deloitte's brand identity.
Highlights
Problem
Everyone is talking about AI
The primary challenge was to differentiate Deloitte in a crowded marketplace, emphasizing its unique approach to leveraging technology alongside human creativity. Additionally, the project aimed to establish Deloitte as a thought leader in ethical, secure, and balanced AI use, overcoming public skepticism about AI's impact on society and the workforce.
Solution
The solution was the Deloitte AI Messaging Playbook, a comprehensive guide designed to steer Deloitte's messaging across various platforms and engagements. It focused on five pillars: Age of With, Ethical, Trustworthy, Thought Leadership, and Balanced, each addressing a specific aspect of Deloitte's brand and its approach to AI.
Approach
The project commenced with extensive market research, including a competitive analysis to benchmark Deloitte's standing and strategies against competitors. This research informed the development of the playbook, which was iteratively refined through stakeholder feedback and pilot testing in select communications.
Design
The playbook's design emphasized clarity, accessibility, and ease of use, with visual elements that supported the text and conveyed the human-centric nature of Deloitte's AI approach. It integrated principles for both verbal and visual messaging to ensure consistency across all communications.
Impact
The playbook has been instrumental in refining Deloitte's market positioning and messaging strategy, with early implementations showing increased engagement from GPS clients. It has also enhanced internal understanding and cohesion around Deloitte's AI messaging, contributing to a more unified brand voice.
Reflection
This project highlighted the importance of a clear, human-centric approach to AI and technology messaging. It demonstrated the value of integrating ethical and societal considerations into brand communications, not just as a compliance exercise but as a core brand attribute. Moving forward, it will be crucial to continuously adapt and evolve the messaging playbook to stay aligned with technological advancements and societal expectations.
In crafting this case study, specific project details, outcomes, and client information have been generalized to comply with the confidentiality agreement in place. This approach ensures that while the essence and impact of the project are communicated, sensitive information remains protected.