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.

“Time Under Tension delivered above and beyond - 100% recommended for your generative AI needs.”

Lahnee White

Chief Marketing Officer at G'day Group

Design — Map Opportunities

Collaborative Workshop to Identify and Prioritize High-Impact AI Use Cases

Next, we facilitated a 2.5-hour cross-functional workshop that brought together marketing, production, technology, and operations. Participants mapped workflows, surfaced pain points, and defined what “better” could look like. Together, we identified and prioritized 10 actionable AI initiatives, evaluating them on feasibility and impact, and captured them in a living AI roadmap.

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.

“The AI portal gives our people the right safety answer in seconds—not days. It’s changing how we work.”

Lahnee White

Senior Project Representative, Queensland Rail

SOLUTION

We designed and delivered a compact, three-week sprint to help Foxtel move from exploration to execution. The team was inspired by an executive keynote, aligned through a collaborative workshop, and equipped with two fully-functioning AI tools — a conversational brief generator and a video search engine — ready for testing in their secure environment.