Client Story: Identifying “Unknown Unknowns”

Scaling a global, AI-driven marketing strategy

The company

Large Manufacturing Organization

Function

Marketing

Size

$23.6B+ revenue

The challenges

Lack of a formal, defined AI strategy or active initiatives across the marketing function
Limited interest or urgency to explore the potential of AI solutions
Low AI maturity coupled with no structured approach for identifying, prioritizing and executing AI use cases
Ad hoc experimentation with limited business impact and risk of falling behind competitors already pursuing AI initiatives

The results

Formal commitment to an enterprise AI strategy and operating structure within the marketing function
Identification, prioritization and application of top AI use cases and pilots, with defined ownership and execution plans via repeatable framework
Developed enterprise AI operating models with a center-of-excellence structure and key AI roles
Transitioned from no AI activity to an ongoing, quarterly AI execution cadence

The impact

<50%

of organizations adopt a formal AI strategy, placing the client in a competitive minority

2x

estimated value realization based on performance of organizations with a formal AI strategy

25%

estimated time saved by GenAI-powered marketers

The Gartner difference

How this client leveraged Gartner to achieve success

Gartner helped the client commit to an AI vision, establish formal leadership roles, rapidly develop the foundation for enterprise-level AI use and sustain momentum with repeatable processes.

Established a commitment to AI use based on urgency

Client attended Gartner Marketing Symposium/Xpo™ conference, where sessions and peer connections helped create an understanding around the promise and potential of AI.
Formally engaged with Gartner Executive Partners to assign a dedicated AI leader within marketing.
Established early focus on moving from awareness to action.

Developed use cases and targeted early wins

On-site workshops helped inform and educate client’s marketing leadership team on AI trends, use cases and case studies.
Gartner frameworks helped identify use cases, evaluate each based on value vs. feasibility and build a business case for the top 3 initiatives.
Assigned owners and teams for pilot execution.

Scaled and expanded for ongoing success

Scaled AI from a single function to an enterprisewide operating model with defined roles, a clear governance model and sustainable execution structure.
Elevated marketing leader to enterprise AI leadership role to drive adoption, along with ongoing productivity and performance improvements.