IAG meets its future
Core idea, naming, strategy
The core idea originated with the commitment of IAG to involve all of its employees in its GenAI movement, and the powerful democratic nature of the technology. “Inclusive Innovation” struck a profound chord for both IAG’s leadership and employees: reassurance, permission and inspiration… ‘this a challenge we face together’. Visually, the identity communicates the coming together of organisation and technology, with the magic happening where IAG and GenAI overlap.
Orientation, education and inspiration
GenAI in the world of insurance
To help people understand how GenAI would function in an insurance setting we split its use at IAG into three simple-to-understand categories, each bigger in scale: 1) ready-to-use personal, 2) quick-build team agents and 3) large-scale organisational infrastructure. We named these Deploy, Shape and Compose. We broke the capabilities of GenAI into six categories, using movement and animation to educate. To foster a shared-learnings culture, we tell many stories of use cases.
Digital revolution, physical presence
Collateral and Activator support
IAG has built up a team of around 250 trained GenAI ‘Activators’. One of the perks is the right to wear what has become quite sought-after Inclusive Innovation merchandise.
Prompt big or go home
GenAI winter campaign
An Australia winter campaign to encourage personal take-up was built around the art of the prompt, brought to life by reimagining a cursor arrow in a number of ways. To show how the familiar was being challenged by GenAI, we reinvented a number of familiar phrases and sayings, changing their meaning by swapping out key words for ‘prompt’. The campaign encompassed activation events, competitions, animated adverts, social media and webinar content.
Client feedback
The cultural and financial implications of GenAI are seismic, especially for an organisation of our scale, with the potential to positively impact so many customers. Getting the response right early is critical. Clout has made this daunting topic accessible, uniting our workforce around a clear movement that’s inspiring proactive decisions and, most importantly, inclusion. The impact is profound.”
Neil Morgan
COO
