GenAI strategy for dormakaba Germany

BRIEF

GenAI will revolutionise content creation. The question is how to approach this development and how to find a practice-orientated introduction to the topic.

CHALLENGE

Bringing all participants up to the same level, inspiring them for GenAI and quickly developing realisable use cases – all within a tight time frame.

SOLUTION

A customised 1.5-day workshop that covered everything from the GenAI Deepdive to tool selection in order to develop a feasible strategy for GenAI entry.

Development of an initial GenAI strategy with the marketing team at dormakaba Germany.

The initial situation

GenAI will fundamentally change the way we create content. After the initial hype in 2023, GenAI is slowly becoming a reality and it is important to clarify how the technologies can be used in a concrete and targeted manner. The marketing team at dormakaba Germany also asked itself this question.

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The aims of the project

In 2023, everyone has formed their own picture of GenAI, most team colleagues have tried a bit of ChatGPT, tested this or that tool or listened to one of the numerous webinars online. So the first challenge was to get everyone in the team on the same page, point out specific use cases, break down prejudices and highlight opportunities. The second challenge was then to take the abstract nature out of the topic and identify specific, easily realisable use cases, but also to define concrete steps and responsibilities.

The actual workshop procedure

On the first day of the 1.5-day workshop process, we used a GenAI Deepdive to demonstrate specific use cases designed for dormakaba, showing how AI technologies could be used in the areas of text, image, film and audio production. On day 2, we worked out the goals that the team wants to achieve with GenAI and developed an internal argumentation strategy for the use of AI tools. We then identified and prioritised the most important processes that should and could be improved or accelerated with the help of AI and developed an initial AI tool stack based on this. The result is a basic GenAI strategy that can be used to start implementation immediately after the workshop process.

‘It was enriching to see how our initial ideas about GenAI developed into concrete starting points for marketing in the workshop. We managed to break down the complex topic of GenAI into tangible use cases and were thus able to identify AI technologies in our day-to-day marketing activities step by step. Thanks to the new GenAI possibilities, we feel well equipped to further increase our relevance on the market.’

Uwe Eisele

Head of Marketing, Deutschland dormakaba