IMPLEMENTING AI TO OPTIMIZE WORKFLOWS ACROSS DEPARTMENTS

Esmark’s AI journey has transformed both marketing and operations, automating tasks and enhancing cross-team collaboration for greater efficiency and scalability.

Client
Esmark

Industry
Holliday rentals

Key deliverables
AI governance framework & operational support solutions

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disciplines & Services

Our Services
Qualitative interviews Feature mapping AI research Workshops Experiments Education Change management Work flows Business design

OPTIMIZING AI UTILIZATION ACROSS ESMARK

Esmark's AI journey is structured into two distinct tracks, each designed to unlock potential within the organization.

Track 1
STREAMLINING MARKETING OPERATIONS WITH AI

In the first track, we focused on the marketing department, identifying key tasks like content creation and pricing management. We developed an AI governance framework that integrated tools aligned with Esmark’s goals, streamlining high-demand marketing tasks and enabling the team to prioritize impactful work.

Track 2
ENHANCING OPERATIONAL EFFICIENCY WITH SUPPORT SERVICES AI TRACK

Next, we expanded to support Esmark’s operations, creating AI-driven solutions for service technicians, cleaning, and administrative staff. Through user research and prototyping, we addressed operational challenges like guest inquiries and task management, ensuring the solutions integrated smoothly into Esmark's service culture.

The Challenge

Esmark needed a strategy to integrate AI across departments without disrupting existing practices. Identifying effective AI use cases was essential for both marketing and operations.

Sandy footpath with a metal track, flanked by grassy dunes and bushes, leading up a small hill during daytime with a clear, blue sky.

The Approach

We used interviews and workshops to align AI tools with specific tasks, optimizing workflows and reducing low-value tasks.

In operations, we moved from prototypes to real-life solutions that generated actionable insights for technicians, inventory, and guest interactions.

Four people sit at a conference table working on laptops in a bright room with large windows and shades. There are mugs, glasses, a can, and cables on the table.
A man wearing a blue polo shirt and black shorts is standing in a room, looking at a tablet. There is a large photograph of a landscape on the wall behind him, and a table with markers and a glass on it.
Two men standing in a workshop or warehouse, examining a plastic chair. One is wearing a blue shirt and shorts, the other a white t-shirt and beige pants.

RESULTS ACROSS TRACKS

By implementing AI, Esmark has improved productivity, streamlined workflows, and positioned teams for ongoing digital transformation. These innovations free up resources for strategic work, reinforcing Esmark's commitment to service excellence.

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