Context

A well-known Australian fashion retailer with a large store network and a fast-moving head office spanning brand, marketing, retail operations and finance. Individual team members were experimenting with ChatGPT, but results were inconsistent and nothing was anchored to the brand's voice or ways of working.

The problem

Marketing needed AI that wrote like the brand — not like a chatbot. Finance was hand-processing transaction certificates into trackers. And the executive team wanted confidence that AI use across the business was skilled, consistent and safe, rather than fifty private experiments.

What we did

We began with a Leaders Exploration Session for the executive team, then delivered two rounds of group workshops across departments, with 1:1 working sessions for brand and marketing leads in between. Everything was built on the team's real tasks: campaign copy, product descriptions, customer communications, reporting.

We then built custom skills inside ChatGPT: a copywriting skill with the retailer's brand guidelines embedded, so any team member could produce on-brand copy from a brief; and a transaction-certificate extractor for finance that reads certificate documents and feeds a cumulative master tracker automatically.

The outcome

• Marketing produces first-draft campaign and product copy inside brand guidelines, in minutes

• Finance's transaction certificates are extracted and tracked automatically instead of re-keyed by hand

• An executive skills session put the leadership team on the tools themselves

• The clearest adoption signal: leaders now send real work tasks to be done with AI as part of business as usual