Giacom: Efficiency & effectiveness powered
by AI
In a landscape where partners demand simplicity and competitors move fast, inconsistent product experiences create friction that no business can afford. Following a recent merger of three organisations, Giacom inherited a catalogue of 1,500 products, each with disconnected experiences, competing messages, and fragmented tones of voice. Add the complexity of an industry challenged to deliver results amidst shrinking budgets, stringent deadlines, and intense competition, it gave Giacom a unique challenge to deliver measurable results efficiently and quickly.
Driving marketing effectiveness
With a tight deadline of 12 weeks against an estimated 1,624 days to deliver using traditional marketing methods, we turned to AI to do what conventional approaches simply couldn’t. It became our ally, enabling us to drive marketing effectiveness and unlock new efficiencies at speed. Guided by Giacom’s trust in us to uphold ethical AI practices and safeguard sensitive product data, we used tools not as shortcuts, but as catalysts to deliver smarter and faster results.
We had a big challenge ahead with a tight deadline to launch our new product information platform. We leant on advisory and expertise to find a solution and define an AI-first approach. Not only did we have short deadlines, but we also needed all content that was produced aligned to our brand proposition.
Making the impossible, possible
To prove the value of AI, an initial pilot allowed us to identify and test the best AI tools for the campaign. Ensuring the use of ethical AI practices and robust governance, the initial pilot phase demonstrated that the overall project could be delivered within the deadlines set.
Ongoing testing proved that we could successfully execute product messaging in bulk – allowing the campaign to be delivered in 90 days compared to the estimated 1,624 days.
Our AI partners
Because precision mattered as much as speed, we deployed a combination of trusted AI partners, each playing a critical role in ensuring accuracy, consistency, and protection of Giacom’s product data.
SmallPDF:
to summarise each supplied PDF and pull out relevant product information
Numerous.ai:
to apply Giacom’s brand tone of voice to summarised content
ChatGPT API:
to execute pilot exercise at scale
Copilot:
to locate vendor product page URLs and align ToV at scale
SummariseGPT:
an open-source application to allow for summarising URLs and documents at scale
Intelligent automation that delivered
For Giacom, delivering a product information tool that required all new content aligned to their 1,500 product portfolio seemed like an impossible task. Based on manual copywriting time, it was anticipated that this would take over 1,624 days to deliver – time that didn’t exist with only a 12-week window. With AI as our ally, the results speak for themselves:
Our combined drive for an AI-forward approach perfectly solved our challenge - not only bringing efficiencies but also ensured the production of consistent, high-quality content.