Turning one leader's AI experiments into habits a whole agency uses

The client

A marketing, communications and fundraising agency serving not-for-profit and for-purpose organisations.

The challenge

AI use was informal and driven by one leader's own experiments. Meanwhile, time and margin were leaking into briefs and proposals rewritten from scratch and manual admin. The question was not whether AI could help, but how to make it a shared, safe habit across the whole team.

The approach

Working with a delivery partner, we began with discovery and a full map of where AI could help, department by department. Rather than invent new processes, each team skill was modelled on the best work the team was already producing, then tested with the people who would use it.

The solution

• Opportunity map: 78 AI opportunities across 15 departments, mapped with the leadership team
• Guardrails: a draft AI use policy covering approved tools and what can and cannot be shared
• Training: hands-on sessions with leaders, plus one-to-one coaching and regular question-and-answer sessions
• Shared skills: Claude skills for a weekly work-in-progress summary and an end-of-week channel wrap, released for testing within days and improved from team feedback
• Support material: a 41-prompt library, reference guides and training videos

The results

The end-of-week wrap is now used almost universally across the team, with outputs landing roughly 80 to 90 percent ready before editing, according to the team's own review. AI has moved from one person's habit to a set of shared, documented tools used across the agency.