challenge.
LEGO is a highly innovative company but has been hesitant around AI implementation, facing high levels of scrutiny around AI-use and limited AI adoption across their marketing ecosystem.
However, their Digital Consumer Engagement team knew that AI would be a game changer for their owned marketing channels, speeding up processes and knocking down siloes, but they needed a marketing-focused AI specialist to identify potential AI opportunities, build the commercial case for a roadmap of AI investment and provide technology accelerators for scalable pilots.
role.
I led the AI exploration and demo development for LEGO's Digital Consumer Engagement team, responsible for translating their operational challenges into tailored AI solutions.
My approach started with understanding their workflow, beyond the technology. Having worked in-agency across brand strategy, production, and digital campaigns, I knew the friction points: briefing takes too long, asset creation bottlenecks, localization eats resources, performance data doesn't inform creative fast enough.
I then analysed client data and stakeholder interviews with their marketing and creative leadership to map pain points, and worked with our technical partners to identify AI capabilities that could actually address those specific challenges, not generic "efficiency gains," but solutions designed for how LEGO's teams operated.
I used this to build a tailored demo of a select AI creative tool from scratch, designed to showcase the augmented development of a campaign for one of their owned channels, and presented this to their Head of Marketing and other creative leadership.
result.
The LEGO team loved the work, and based on the strength of the initial demo, we were asked to follow up with a proposed plan for AI transformation.
I designed a comprehensive proposed pilot program and roadmap that mapped use cases to solutions, explicitly connecting specific LEGO challenges to targeted AI capabilities, showing exactly how transformation would deliver value. I developed a phased approach to the pilot that showed how to prove value quickly, then expand across the Digital Consumer Engagement function. This is an ongoing project, awaiting full greenlight.