Quooker – AI Workshops for Strategy and Marketing

Quooker, the market leader in innovative boiling water taps, asked Michel van Velde CEO of Ablestar and Marielle Bordewijk founder of Food by Design to support the marketing team in exploring and applying AI technologies. With the growing possibilities of Generative AI in mind, they wanted to:

Develop a clear AI strategy.

In a series of two interactive workshops, we provided Quooker with insights and helped them strategically use AI for innovation and efficiency within marketing processes.

The Challenge

Quooker’s marketing department faced a number of challenges:

Knowledge level: limited experience with generative AI tools such as ChatGPT and MidJourney.

Strategic Integration: how to use AI within the existing marketing strategy without losing sight of human creativity and the brand.

Practical Applications: applying AI to create content, visual concepts and more efficient workflows.

The workshops had to both strategically inspire the team and teach them concrete skills.

Workshop 1: AI strategy and exploration

The first session focused on:

AI strategy development:

What does AI mean for Quooker as an innovative brand?

How can AI contribute to marketing goals, such as content production, customer communication and branding?

Inspiration and AI use cases:

What are the applications of AI in the industry and the latest developments in the market.

What are practical examples of how brands use AI to combine speed, quality and creativity.

Identifying AI opportunities:

Together with the team, we facilitated two brainstorming sessions to discover opportunities within the Quooker marketing strategy.

Result: A shared vision on how AI can contribute to Quooker's innovative power and efficiency.

Hands-on training in Generative AI tools

This part of the workshop focused on learning to work practically with ChatGPT and MidJourney:

ChatGPT training:

Creating effective prompts for various marketing applications.

Copywriting for campaigns, social media and advertisements.

Concept development and brainstorming support.

Quick analysis of customer feedback and trends by creating GPT personas.

MidJourney training:

Introduction to generating visual concepts with AI.

Practical exercises for creating high-quality images for campaigns, mood boards and prototypes and advertising briefings.

Hands-on examples:

The team worked on specific cases, such as generating visuals for newsletters and writing briefings for upcoming campaigns.

Workshop 2: Evaluation and governance

Workshop 2 was a return day in which we discussed the results of the work of the previous weeks, which bumps the colleagues experienced and which opportunities there were still for the team.

Governance

During this workshop we discussed how to use AI efficiently in a decentralized organization and how you can manage the use of tooling and monitor quality. We agreed on a governance structure for this.

The Result

The AI ​​workshops have given Quooker’s marketing team the tools and strategies to get started with AI right away:

AI strategy insights: A clear roadmap for how generative AI contributes to marketing objectives.

Concrete AI skills: The team can independently generate effective content and visual concepts with ChatGPT and MidJourney.

Increased efficiency: Faster workflows and more room for creative strategy.

Impact

Time savings: The team reported immediate time savings in creating content and visuals.

Innovation power: AI tools are now used to complement human creativity, which will lead to inspiring and high-quality output.

Empowerment: The marketing team feels more confident and competent in using AI in their daily work.