Bringing generative AI into a global experience agency

Jack X, the innovation practice of global agency Jack Morton Worldwide, needed to move faster on digital content. Its President of EMEA/Asia and Innovation Director wanted someone embedded in the team to find technology that could make money, mentor the creative teams and lead high-profile AI projects.

We led the team and looked for ways to use data, digital tools and new tech to improve how the agency worked. We set KPIs and mentored key people, including the broadcast producer, content director, experience director and creative technologists.

We led creative direction on major projects, including an F1 AI photo booth for Amazon Web Services and a suite of personalised AI videos for an executive meeting in Boston. We also started a full social media review, and gave a global keynote on the commercial use of generative AI at the agency's tech summit, AI FEST.

The agency came away with better tools and faster workflows. The keynote and a generative AI art installation brought the wider team up to speed, and our research strengthened pitches for Desperados, Heineken, Lynk & Co, KAO and UCB.