Exploring AI maturity: A conversation with Adam Hay of Jellyfish
This article is written by Andy Campbell, Director, Solutions Marketing at Certinia. Andy is laser-focused on helping services businesses leverage cloud-based technology to react faster, run smarter, and grow in any market scenario. Below is an interview he did with Jellyfish diving into the world of AI.
Adopting AI is a continuous journey. But with the right approach, it can deliver tangible benefits and drive business success. Certinia recently had an opportunity to sit down with Adam Hay of digital marketing agency Jellyfish, which has been doing fascinating work with AI. Following are excerpts from our discussion covering how AI is being used to improve organizations and address issues around maturity.
Hi, Adam. Can you give us a quick intro?
I’m the product owner at Jellyfish, which means I’m responsible for ensuring we get the best out of the platform for our business needs. Jellyfish is a global organization under the Brandtech Group, operating in 22 countries. We’ve been using Certinia for over four years. Jellyfish was initially a performance agency, but now we’re very much an AI-led organization. It’s an exciting time.
There are some fantastic AI case studies from Jellyfish and BrandTech. Can you share some examples of the innovative work you’ve been doing?
We have an incredible team. For the past eight to 10 years, we’ve been delivering captivating campaigns for our clients using generative AI and other AI disciplines. One of our record-breaking campaigns was for Hotel Chocolat, where we saw a massive return on investment. We’re able to deliver high-quality, fast-paced results, which is crucial in today’s competitive market.
Beyond the results you’re achieving for clients, I understand Jellyfish is also using AI for internal purposes. Could you tell us about that?
For us, it’s essential to practice what we preach. Internally, we use AI to support decision-making, enhance reporting, and identify business angles that might otherwise be overlooked. Our goal is to support our decision-makers quickly and efficiently.
How does AI help with resource utilization and finding the right people for the right projects?
We use AI to ensure we have the right people on the right projects at the right time. It helps us identify under- and over-delivering areas, support staff workloads, and ensure that the right skills are applied to the right projects. This automation allows us to make better, faster business decisions.
The digital marketing industry is highly competitive. How does AI give you a competitive advantage?
AI enables us to set up and get projects going quickly, even before clients give the green light. This preparedness gives us a competitive edge. However, we are on a journey and constantly evolving our tools and processes to stay ahead.
Some organizations are hesitant to fully embrace AI. What steps should they take to ensure that AI delivers real business value?
It’s about investing in progress. Start with small steps, ensure your data is well-organized, and be patient. It’s important to have open conversations within the organization about the benefits of AI and to invest in both the technology and the people.
You’ve also focused on creating a unified platform across Jellyfish. How has this helped in embracing AI capabilities?
Having a single platform with consistent processes across the organization is crucial. It ensures that we have one client record, making it easier to support clients and drive customer success. This unified approach allows us to leverage AI more effectively.
What does the future hold for Jellyfish in terms of AI?
Our goal is to look back and see significant progress due to our AI investments. We aim to use AI to make informed decisions and improve both client outcomes and employee experiences. We want our staff to feel comfortable and supported in this journey, focusing on elevating their skills rather than replacing them.
Thank you, Adam, for sharing your insights.
My pleasure.
To view the full, 20-minute discussion with Adam Hay, watch our video, “ServicesTalk: AI Use Case With Jellyfish,” below.
