Danish Crown - In AI adoption one size doesn't fit all
The Task
For Copilot Chat to create real value, employees need more than access to the technology. They need to understand how it can support their work and feel confident enough to start using it.
That’s why Danish Crown partnered with us to create an adoption journey that made Copilot Chat practical, relevant and easier to approach for employees with different levels of AI experience.
The Approach
To give employees a simple way into Copilot Chat, we created The AI Prep Station, a light self-assessment built around what employees understood, how they felt and how they were already using AI in their work.
Based on their responses, employees were introduced to one of three profiles: Curious Taster, Home Cook or Gourmet Chef. Each profile received a tailored journey with practical inspiration, prompts and small actions designed to build confidence and create stronger habits.
The kitchen-inspired campaign universe made AI feel more familiar and tangible, while giving Danish Crown a clear foundation for supporting employees based on their different needs.
The Result
The AI Prep Station received 865 responses, giving Danish Crown valuable insight into employees’ confidence, habits and barriers around Copilot Chat.
Through a tailored journey of 18 emails across three employee profiles, the initiative created a more relevant path from curiosity to practical use. It helped turn AI adoption from a technology rollout into an employee experience focused on confidence, everyday value and new working habits.
Curious how we can help you turn AI licences into new habits?
