AI as infrastructure at Group level, proprietary capability in every agency
AI @ Enero introduction
Enero treats AI as infrastructure. We are large enough to make significant investments in technology and to empower the talent we have with it, yet nimble enough to customise what we build to the needs of our clients and the markets they operate in.
Through close collaboration between Hotwire’s AI Lab and the agencies, we have deployed agentic capability across all three businesses, and our people now use it as a standard part of how they work. Each agency has developed proprietary AI tools tailored to its own disciplines and to the needs of its clients and markets, driving new business wins, operational efficiency and stronger margins. Group-level governance, security and infrastructure allow us to manage and evolve that deployment responsibly. For our clients, this is driving value creation through delivery models that combine effectiveness and efficiency with a deeper understanding of their business and the markets they compete in.
How the model works
Governance, security and enterprise infrastructure are established and maintained at a Group level, giving every agency the same foundation and the same standards.- Each agency develops proprietary capability suited to its own business, its own disciplines and the clients it serves.
- Investment is tested against the combination of effectiveness and efficiency, and measured in new business won, work delivered faster and margin improved.
Effectiveness, efficiency and the people behind both
We invest in AI where it improves effectiveness and efficiency, and the commercial evidence of that approach is now established across the Group. Win rates in the United States improved by 30 per cent where AI Lab products formed part of the pitch, and Hotwire’s AI Lab has become a revenue-generating business in its own right. BMF has developed proprietary capability spanning creative effectiveness, production, delivery and operations, as well as a Digital Arts Studio. While Orchard has reinvented its operating model around AI, with every team now working to agentic workflows.
This is all possible because of the Group’s shared foundations. The AI Lab’s skills-based approach has enabled a transformation across the whole Group, with each agency building on it and adapting it for its own disciplines, so what one business learns becomes available to the others rather than staying where it was created. Governance, security and infrastructure established at a Group level allow each agency to move quickly without carrying that risk on its own, and the investment is made once and applied across all three businesses.
What this ultimately protects is the quality of the thinking our clients come to us for. With routine and repetitive process increasingly handled by technology, our specialists are able to apply their experience and judgement to the strategic and creative work where it has the greatest effect, and that expertise remains our point of difference and the foundation of everything we deliver for our clients.
Partnerships
