USTCreating personalised experiences with AI

Challenge

Traditional digital assessment tools rely on predefined data-sets and fixed outputs to generate recommendations. While these tools can be helpful, their results are limited by the data and logic they are built upon. This can lead to experiences that feel generic rather than genuinely personalised, reducing their effectiveness as lead-generation tools.

UST, a global digital transformation consultancy, had an extensive library of content about its AI expertise, but prospects often struggled to identify the resources most relevant to their needs. Our challenge was to create a more intelligent experience that could connect users with tailored insights, while showcasing UST’s AI capabilities in a meaningful and scalable way.

Insight

Recent advances in generative AI opened up opportunities to move beyond scripted experiences and create truly personalised interactions. Rather than presenting users with predetermined outcomes, we could use AI to dynamically generate content based on each individual’s circumstances, challenges and responses.

The key was combining AI’s flexibility with carefully structured rules and trusted content sources. By enriching the experience with publicly available firmographic and demographic data, users could begin with a level of personalisation that felt immediately relevant.

Integrating UST’s proprietary AI expertise ensured recommendations remained aligned with the company’s services, while thoughtful human oversight guaranteed the experience stayed accurate, engaging and valuable throughout the journey.

Solution

Working closely with UST, we developed a functional prototype in just two weeks before refining, testing and launching the full experience within six weeks. NavigatorAI uses generative AI to identify user-specific challenges, guide prospects through tailored questions and generate personalised recommendations informed by UST’s AI playbook and expertise.

Publicly available business and audience data helped shape each journey, creating a unique experience for every user. To maximise long-term value, we integrated the platform with HubSpot, enabling seamless capture of first-party data and supporting future engagement.

Our human creativity remained central throughout, from prompt design and optimisation to the creation of supporting content, animations and campaign assets. The result is a distinctive AI-powered marketing experience that transforms personalisation from a marketing promise into a practical reality.