AI
AI implementation at Kiwa speeds up the marketing team
Company: Kiwa
meet:
Kiwa
Kiwa is an international company in testing, inspection and certification (TIC). The organisation helps companies obtain recognised quality certifications and also develops new certification standards, in a market where quality, safety and compliance are becoming ever more important.
the challenge
The marketing team wanted to use AI structurally, but worked with separate, free accounts without management, agreements or security frameworks. As a result, output was inconsistent, there was noise about what was and was not allowed, and use remained mostly limited to individual experiments. The team lacked a starting point, standard ways of working and a clear structure to collaborate.
The brief was clear:
set up a safe environment in which the team can work with ChatGPT quickly, consistently and together.
our solution
analysis of work and risks
BE Digital started with a short analysis of the work within the marketing team, and mapped out where ChatGPT could deliver value straight away, and where extra frameworks were needed. This looked at quality, repeatability, collaboration and safe use, so the set-up did not get stuck in isolated experiments.
- ChatGPT Teams environment, structure and management
Together with Kiwa, a ChatGPT Teams environment was set up that suits team use. We created a clear account structure with folders, naming and working agreements, so everyone follows the same way of working. Thought was also given to access and collaboration within projects and shared workspaces, so the team has its own environment without everyone needing a separate licence.
- GPTs, templates and prompt library
After that, we set up GPTs and built a set of standard templates and prompts, tailored to recurring marketing tasks. Think of fixed instructions per type of task, a shared prompt library, and clear guidelines for input, tone of voice and quality checks. This made output more predictable and reduced the difference between individual users.
- copywriting as a concrete use case
For copywriting, we worked out the workflow explicitly, from briefing to first version, variants, refinement and final editing. The copywriter worked with fixed instructions, reusable templates and a consistent structure in the account. In practice, this turned out to be one of the most successful applications: the copywriter could deliver roughly twice as much output in the same amount of time as before.
- training and adoption
Finally, BE Digital trained the team, focused on daily application, quality control and working safely. The team learned to work with the set-up structure and building blocks, and received tools to manage new GPTs, templates and prompts themselves without the environment becoming diluted.
the result
After the implementation, the marketing team no longer worked with separate, unregulated accounts, but with one fixed ChatGPT Teams environment in which structure and quality are safeguarded. The set-up created a practical way of working within the team.
- higher productivity in daily work
Thanks to templates, fixed prompt sets and GPTs for recurring tasks, the team could get from briefing to output faster, with less searching and less variation in approach.
- copywriting as a proven accelerator
One of the most successful use cases was copywriting. With a well-designed workflow, fixed instructions and reusable templates, the copywriter could in practice deliver roughly twice as much output in the same time as before.
- more consistent quality and fewer rounds of corrections
Through standards and instructions, output became more predictable. The difference between individual users became smaller, making texts and concepts more consistent in tone and structure.
- more adoption in the team through one shared way of working
Everyone worked from the same structure, making it easier to take over tasks, collaborate on projects and share knowledge. AI use thus became less dependent on individuals.
- grip on safety and management
The step to a Teams environment with clear agreements made use more manageable and better suited to a business context, instead of separate free accounts without frameworks.
- costs kept manageable
By handling access and shared workspaces within projects smartly, licence usage stayed efficient, while the team could still work in its own environment with a clear structure.
what the client says
“BE Digital helped us turn it into a safe, shared way of working”
“ChatGPT was only used sporadically by the team. It was mostly something people tried out now and then, with mixed results. BE Digital helped us turn it into a safe, shared way of working with a clear structure. Setting up GPTs and templates has contributed to that. The team now knows what does and doesn't work, and above all, where to start. We notice it every week: we get good first versions faster, and it feels as if ChatGPT is now truly a colleague who pulls their weight in the work.”
Astrid van Kempen
Marketing Manager Kiwa Nederland
Marketing Manager Kiwa Nederland
the BE Digital Touch
We set up this programme around adoption, not around tooling. Together with the marketing team, we first mapped out the most important tasks and barriers, and translated them into a way of working that fits daily practice. During the set-up we actively involved the team, with clear choices, examples and agreements, so that everyone knew how ChatGPT is used and what the quality bar is.
Through training and hands-on guidance, AI use became broadly supported and less dependent on a few champions. Above all, this gave Kiwa more control, calm and predictability in their work, and a foundation the team can maintain and expand on its own.
more control, calm and predictability
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