Matt Ring

Feel it's tailored.

Absolutely.

Absolutely.

The other thing that we found that works is if we go back to our kind of our framework.

So once we've gathered all of the inputs about what the change, what changes is planned, we basically build a calendar of what's coming up.

And what we found works really well is if we insert that calendar around distinct local commercial priorities, because those can't change, right?

If your local head of sales needs to deliver something over the next two months, that is going to happen.

I mean, it's really important.

The same with your local marketing.

Those things kind of can't be changed.

So we fit the other kind of global pieces around that.

And again, that drives really good buy-in from local market leadership and teams because it doesn't clash and it sits together.

So that's really helped us.

But we kind of found that out later on, I think.

So we use AI in a number of different ways.

In my area or my previous area where we were creating a lot of content, we had a number of tools to effectively ensure that our narrative and the way that we were building our collateral was uniform and consistent.

So AI made that really, really simple, a series of prompts, some frameworks that we have that we've developed.

Those go into it and make sure that every piece of content we're creating looks and feels the same.

We also have started to use AI in terms of kind of coaching.

So following off the back of in-person training courses, using tools to help people practice their skills, basically.