Emilie Sunekær Norsgaard

This presentation dives into the role of artificial intelligence (AI) in marketing content production and scaling creativity to new levels both in terms of quantity and quality.

First, we will look at why AI has the potential to completely revolutionize the way we work in marketing, as well as why it is so hard to go from finding the use case to successfully realising its expected value. In this section, we will share a shift in mindset regarding how to perceive AI and the potential it unlocks.

In the main part of the presentation, you will learn about how we:

• Found the right use cases and our framework for prioritisation
• Our framework to avoid developing solutions that are obsolete before they even reach production
• How we organized ourselves to secure long-term success with AI
• The technical architecture of our biggest AI solution
• Examples of content & creatives generated with AI and how

The purpose is to share the mistakes and victories of our AI journey, providing valuable insights & learnings for both engineers and AI decision-makers. While the specific AI use cases are focused on marketing, we believe the learnings and our approach apply to anyone.

Emilie is an Executive Assistant for Group Management at s360. She holds a Master's in Data and Society from the London School of Economics and Political Science. She is part of the team that initially mapped out the relevant use cases, upskilled employees, and secured knowledge sharing in connection with the deployment of AI at s360.