The general workflow of GroupM is best envisioned through the creative cycle. See figure 1

Figure 1: Creative cycle GroupM

In this creative cycle are different phases: Debrief, strategy/concept, creation, distribution, analyze and optimize. Each department within groupM has their different roles and tasks to work out parts of the creative process. The interviews that were conducted were mainly in the creative department also called StudioM.

Figure 2: Organogram interviewed departments within Eindhoven.

The reason for choosing StudioM is that they are responsible for the actual creation of a campaign/product which would be a perfect fit for generative AI, a tool that creates content.

The aim of this research is to find out which department within StudioM would be best suited for the implementation of generative AI. In the interviews, it was mentioned by many that one task could be made more efficient with generative AI. This was writing copy, the main frustration of the design & motion department. The second part of the interview was to understand the general knowledge and opinion of generative AI. All were very positive of generative AI as they heard it could speed up certain tasks, some have tried it while others haven’t. Some employees within the design department already use generative AI to get inspiration for writing copy but still had difficulty generating a correct output. Other departments had similar frustrations. They also mentioned that they had difficulty using generative AI in specific work situations.

Generative AI can optimize almost every phase of a creative process meaning that the possible implementations of generative AI in a workflow are numerous. To narrow this down I wanted to find the general workflow and a problem within that generative AI could solve. To conclude the problem found was writing copy the main frustration of the design & motion department. As I conducted the interviews I asked about their usage of generative AI, which some mentioned they already used it to write copy with. They experienced however when using generative AI they didn't get the desired results and found it hard to use in other work scenarios. Other departments had similar frustrations. The main problem that can be concluded from the interviews is that the employees of GroupM don’t have the knowledge to effectively use generative AI in their workflow. So instead of only solving one task with generative AI, I will teach them how they could use generative AI in order for them to have more use cases in their work. The target audience for my project will be employees of GroupM in the creative departments that lack the knowledge to effectively use generative AI in their workflow.