From First Trials to Tangible AI Tools

Foxtel
Sector: Media
Stage: Activation → Operationalisation
Deliverables: Inform Session, Design Workshop, 2 PoCs

In just three weeks we up-skilled Foxtel’s marketing team on generative-AI fundamentals and shipped two working proofs-of-concept that turn brief-writing and footage search from manual slog into streamlined, AI-powered workflows.

INTRODUCTION

  
Foxtel is a  leading Australian subscription-television group with vast content libraries and an always-on marketing engine. The team wanted to move fast on generative-AI, but first needed clarity on where the technology could drive the greatest day-one value. Our brief: help them “explore and experiment with emerging generative-AI tools to drive new value and efficiencies” in everyday
marketing operations .

VISION

Embed AI into Foxtel’s day-to-day marketing—seamlessly, securely, and at speed.

We proposed a compressed Inform → Design → Create sprint: inspire executives, co-design priority use-cases, then prove viability with working prototypes—all inside one month. The goal was to leave Foxtel’s marketers not just informed, but actually equipped with AI tools they could test immediately.

Inform — Ignite Awareness

Executive Keynote to Frame AI’s Role in Media and Marketing

We opened with a focused 90-minute keynote for Foxtel’s executive team, unpacking the generative AI landscape through a media-specific lens. The session cut through hype, highlighted tangible use cases, explored risks and governance, and demonstrated how AI could reshape the future of work—igniting curiosity and aligning the team on the opportunity.

To prove the concept early, we built and demoed a rapid RAG-powered prototype on Azure OpenAI that answered natural-language queries with source-linked citations — showing teams what was possible, fast.

Hands-On Training

A Rail-Safe Portal Built Securely Inside Azure

Once validated, we architected and delivered the Advanced SEMS Portal directly within QR’s Azure tenancy — ensuring compliance and ownership from day one. The system integrated blob storage, Cognitive Search, and OpenAI embeddings to power intelligent, context-aware search.

Role-based access controls and ServiceNow telemetry were added to provide robust governance, ensuring the right people accessed the right information with full visibility.

Pilot & Scale

Early Adoption, Rapid Feedback, and Measurable Impact

KPI dashboards were implemented to track search latency, answer confidence, and the reduction in email-based policy queries — giving leadership clear visibility into performance gains as adoption grew.

We launched with 200 early adopters to validate usability and impact. Their feedback drove UI iterations and refinements while we automated nightly ingestion of over 20,000 PDFs into the system.

Pilot & Scale

Training, Change Management, and a 3D Learning Avatar

To sustain the transformation, we launched enablement sessions alongside an Integrated People Change Plan, ensuring workflows adapted to the new AI-powered way of working.