GenAI Pilots: Three Real GenAI Use-Cases


Rich Wilson
March 8, 2024

GenAI offers businesses potentially unprecedented opportunities to enhance their operations, customer experience, and product offerings. In our last blog we talked about the journey to successfully pilot and integrate GenAI within an organisation which involves strategic planning, experimentation, and a commitment to ethical principles. In this blog we will look at three distinct case studies which were released in last 3 months—esure Group, Matalan, and the Spanish Justice System’s adoption of GenAI—we can hopefully unlock some insights into how companies can navigate the intricacies of GenAI implementation to reap its full benefits.

The Strategic Approach to Piloting GenAI

  1. Identify Clear Objectives and Potential Impact

The first step in piloting GenAI is to define clear objectives. Companies must assess their specific needs and areas where GenAI can provide significant value, such as automating repetitive tasks, enhancing customer engagement, or driving innovation in product and service offerings. For instance, esure Group’s implementation of GenAI to streamline customer interactions and reduce information redundancy showcases the importance of targeting specific operational pain points.

  1. Start Small with Pilot Projects

Beginning with small-scale pilot projects allows companies to test the waters with GenAI technologies. These projects serve as a litmus test for understanding the potential impact, identifying technical and operational challenges, and evaluating the ROI of broader implementation. Matalan’s adoption of a GenAI tool for generating product descriptions is an excellent example of starting with a focused application to enhance SEO and conversion rates before expanding its use.

  1. Build Cross-Functional Teams

Integrating GenAI requires collaboration across various departments, including IT, operations, customer service, and marketing. Creating cross-functional teams ensures a holistic approach to implementation, where diverse perspectives and expertise contribute to more effective solutions and smoother integration. The justice system’s exploration of GenAI applications in simplifying legal jargon and streamlining court processes highlights the need for multidisciplinary collaboration to address complex challenges.

  1. Prioritise Ethical Considerations and Transparency

Ethical considerations are paramount when implementing GenAI. Companies must ensure that their GenAI solutions adhere to principles of fairness, transparency, accountability, and privacy. Developing ethical guidelines and establishing governance structures early in the pilot phase can help mitigate risks and build trust among stakeholders. The justice system’s focus on responsible, secure, and transparent GenAI applications underscores the critical importance of maintaining public trust.

  1. Leverage External Partnerships and Expertise

Collaborating with external partners and leveraging their expertise can accelerate the GenAI pilot process. Partnerships with technology providers, research institutions, and industry consortia can provide access to cutting-edge GenAI tools, insights into best practices, and support for overcoming technical challenges. The development of Delfos, a GenAI-powered judicial search engine, through a partnership with the Spanish Ministry of Justice exemplifies the benefits of external collaboration.

  1. Measure and Evaluate Success

Continuous measurement and evaluation of the pilot projects’ outcomes are crucial for understanding their impact, refining strategies, and scaling successful initiatives. Companies should establish key performance indicators (KPIs) aligned with their objectives to track progress and make data-driven decisions for future implementations. The significant reduction in information retrieval time achieved by Delfos demonstrates the importance of quantifiable metrics in evaluating GenAI’s effectiveness.

Scaling GenAI Across the Organisation

Once pilot projects demonstrate success, companies can consider broader integration of GenAI technologies. Scaling requires careful planning to address scalability challenges, integrate GenAI solutions into existing workflows, and ensure ongoing support and training for employees. Companies must also remain agile, adapting their GenAI strategies as technology evolves and new opportunities arise.


To pilot and implement GenAI offers opportunities and challenges. By learning from the experiences of esure Group, Matalan, and the Spanish Justice System, companies can develop a blueprint for success that includes clear objectives, ethical considerations, cross-functional collaboration, and continuous evaluation. As organisations embark on this journey, the key to unlocking GenAI’s potential lies in a strategic, responsible approach that prioritises value creation, innovation, and trust. For a comprehensive guide on how to implement your own GenAI pilot click here.

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