Heineken USA set out to be a pioneer in AI-driven marketing and needed a dependable thought leader to ensure they were pursuing the right opportunities, in the right way, at the right pace.
The ambition was clear: integrate practical, scalable AI solutions into marketing operations to improve efficiency, drive measurable results, and position HUSA as an early AI adopter. Specifically, that meant making progress across dynamic creative, biddable media, consumer engagement, and team capability, all at once.
That said, ambition without structure creates risk. With multiple AI initiatives in motion simultaneously, each touching different teams, platforms, and data assets, HUSA needed a partner who could assess what was feasible, validate technology choices, and keep all workstreams coherent as they progressed toward activation.
In other words, the challenge was not choosing between speed and rigor. It was doing both. HUSA needed expert guidance to build momentum across four workstreams while ensuring every step was grounded in their actual data, technology infrastructure, and organizational readiness.
Transparent Partners embedded as the AI Marketing Task Force’s strategic and execution partner, running four workstreams simultaneously and translating high-level ambition into activated, measurable programs.
We helped HUSA pilot AI-driven dynamic creative via Meta, with ads that adapt in real time based on geo-location, product availability, and audience data. We created the project plan, identified partners, provided ongoing project management through launch, and developed a sell-in deck for a broader AI-based dynamic creative campaign.
We structured and scored HUSA’s VIP sales and distribution data using a weighted depletion model at the zip-code level, powering AI-driven media weight adjustments across YouTube and The Trade Desk. We defined connector requirements, identified partners, and built project plans for both platform pilots.
We supported the development of Freddy and Danny, HUSA’s AI-powered consumer personas for Heineken and Dos Equis, built on Microsoft Azure and accessible through Microsoft Teams. We defined the technical requirements, created the project plan, and provided ongoing management through the proof-of-concept launch.
We designed and co-led a hands-on Co-Pilot upskilling workshop for HUSA’s marketing teams, focused on practical day-to-day applications including writing, meeting recaps, and research summarization. We also established post-workshop milestones to sustain adoption and position the AI Marketing Task Force as an internal center of excellence.
“HUSA moved from exploration to execution, launching four active AI programs with clear roadmaps, validated partners, and internal teams equipped to carry each initiative forward.”
Transparent Partners Engagement Summary
Ultimately, all four AI workstreams moved from concept to execution-ready, with project plans in place, partners identified or selected, and internal teams upskilled and aligned on next steps.
The DCO pilot launched with Meta, with AI-personalized creative adapting in real time based on location and product availability. In parallel, the Biddable Media pilots operationalized VIP distribution data into a weighted zip-code scoring model, enabling geo-level optimization across YouTube and The Trade Desk. Meanwhile, Freddy and Danny went live as interactive AI consumer personas, giving HUSA’s teams a hands-on tool for testing messaging and exploring audience behaviors.
Across the program, over 10 AI use cases were evaluated and prioritized. Furthermore, the AI Workshop equipped HUSA’s marketing teams with practical Co-Pilot skills and established the AI Marketing Task Force as the internal home for ongoing AI adoption. As a result, HUSA entered the next phase of its AI journey with clear ownership, validated approaches, and the capability to scale what was built.
What makes our approach different
We did not just define a roadmap and hand it over. We stayed in the work, facilitated vendor selection, built technical requirements, and ran the project management needed to keep four initiatives moving at once. Clients get momentum, not a document.
The Biddable Media pilots worked because we understood the actual data, not just the concept. We mapped how VIP depletion data could be scored, structured, and activated at the zip-code level, ensuring the AI work was grounded in usable data flows rather than theoretical models.
The upskilling workshop was not a bonus deliverable. It was a deliberate investment in internal capability, positioning the HUSA AI Marketing Task Force to operate as a center of excellence and continue driving AI adoption long after the engagement ended.
Let’s talk about how we can turn your AI priorities into activated, measurable programs.
