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Artificial Intelligence Center of Expertise (AICE)

Driving organizational change by building a company-wide Artificial Intelligence community

“As a result of this change program and campaign, over 1200 Deloitte employees voluntarily subscribed to the non-mandatory 'AI for Dummies' training within a few weeks.”

In order to leverage the huge potential of Artificial Intelligence, Deloitte’s Dutch Innovation Department requested to set up an Artificial Intelligence Center of Expertise (CoE). Although the establishment of such a center as part of Deloitte’s corporate strategy might only seem a predominantly technical exercise, it is mainly an organizational change.

​The approach involved setting up a centralized AI program for all six departments of Deloitte. This involved building a governance structure with clear roles and responsibilities, gaining leadership support, appointing AI leaders and identifying community members in each department. In strategy sessions, we worked with the AI leadership to define the focus areas and objectives of the CoE. From these, the strategy and activities of the year plan were determined: 

  • Building an organization-wide AI community (± 400 employees)

  • Building an AI Learning curriculum for various skills and levels

  • Boosting marketing sales and setting up partnerships

  • Creating general awareness through an AI campaign

In this campaign the approximately 6,000 Dutch Deloitte employees needed to become aware of the existence of the expertise center and the possibilities of AI. With AIME, the human-like AI experience, awareness was raised in a visual, tangible and experiential way. As a result of this change program and campaign, over 1200 of the
employees voluntarily subscribed to the non-mandatory 'AI for Dummies' training within a few weeks.

Services

Acknowledgements

  • Client: Deloitte Innovation

  • Year: 2017-2019

  • Change Management: Marjolein Vlaming

  • CoE leadership and community management: Marjolein Vlaming

  • AIME Campaign

    • Initial creative concept: Marjolein Vlaming

    • Campaign content, design and AV: FX Agency

    • Construction of AIME: Brandwacht & Meijer

  • Video: AIME Campaign ​(FX Agency), Hackathon (Kathrin Kunfermann)