From Curiosity to Capability: Scaling AI in a Global CPG Enterprise

Generative AI technology is showing an accelerated and increasing impact on every business, much like the Dot-Com transformation of the late 1990s and the wonder material of plastics in the 1960s. Like these previous tectonic shifts, GenAI is showing as much promise as peril as startups raise incredible amounts of money while some organizations make bets too risky to justify on bleeding-edge technologies that few understand.

Challenge

One of Blue Trail Digital’s clients—a global leader in the consumer packaged goods (CPG) industry—found itself at this crossroads. GenAI could become a powerful differentiator for a household brand in a noisy marketplace. But without structure and guardrails, it risked becoming an expensive distraction. The client engaged Blue Trail Digital to help craft a clear, credible, and responsible approach to introducing GenAI across their enterprise.

The approach

Our approach included a communications plan, inclusive of internal communities. We developed a phased communications strategy that balanced inspiration with governance:

• Community & Engagement: Creating internal communities where employees could exchange ideas and explore AI’s potential.

• Policy & Guardrails: Publishing company-wide policies around responsible AI use, co-developed with legal and compliance teams.

• Education & Access: Hosting regular “AI Office Hours”, giving staff direct access to GenAI experts to ask questions and test ideas in a safe environment.

We also demonstrated the power of GenAI through tangible use cases. A key opportunity arose when a senior executive could not attend a strategic meeting but wanted to deliver remarks memorably. Using corporate-approved GenAI platforms such as Google Veo and RunwayML, we produced a series of short videos featuring an “AI Avatar” of the executive in lighthearted, engaging scenarios. This was done in close collaboration with executive leadership, legal, and the Responsible AI office—ensuring the effort was compliant, creative, and future-proof.

Outcome

The debut of these AI-Avatar videos transformed the internal conversation. Instead of asking, “Why should I use AI?”, teams began asking, “How can I use AI to impact my audience like that?” What began as a cautious experiment quickly positioned our client as an internal leader in creative AI adoption.

At Blue Trail Digital, we believe protecting brand reputation and amplifying the strategic value of digital assets go hand in hand with unlocking innovation. With GenAI, the horizon is limited only by our clients' imaginations and the responsible ways we bring this technology to life.

Article by: Drew Castillo

Brand Consultant

Drew has a strong ability to understand clients' ideas and create the right conditions for those ideas to resonate with the intended audience. He helps organizations of all kinds communicate more effectively — and, in turn, execute their best ideas with greater clarity and impact.