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What's in this article :
1. Why did Vetoquinol's marketing teams need an AI roadmap?
2. What is a Strategic AI Day?
3. How did everyday friction points become eleven prioritised use cases?
4. What did Vetoquinol achieve in one day?
5. What does this change for marketing and digital teams?
6. What did the Vetoquinol team say?
7. Why did training have to come before the decision?
8. Conclusion
Because generative AI was changing digital marketing faster than teams spread across many markets could absorb it. The question had stopped being whether to adopt it and become where to start, with which priorities, and on what timeline.
Vetoquinol is a global player in animal health, whose marketing and digital teams operate across many markets. That international scope translates into a demanding daily reality: content to produce and adapt locally, continuous monitoring of competitors in the sector, reporting to consolidate at group level, and a multiplicity of marketing tools to master.
At the same time, generative AI and autonomous agents were rapidly redefining digital marketing practices, from content production to visibility on conversational search engines.
A Strategic AI Day is a single intensive session that combines operational AI training in the morning with strategic prioritisation in the afternoon. Vetoquinol ran theirs on 19 December 2025, and left with a three-year plan rather than a list of intentions.
Vetoquinol entrusted AI Partners with the organisation of that day, with a dual objective: give the marketing and digital teams an operational understanding of generative AI and AI agents, then co-construct an implementation plan from 2026 to 2028, built around prioritised quick wins.
The constraint was deliberate: leave the day with decisions, not intentions. Rather than running a theoretical training session followed months later by a strategic scoping exercise, the format brought both together in the same room on the same day, so that priorities would be defined by the people who live these processes daily, immediately after understanding what the technology can actually deliver.
The teams mapped the friction in their own marketing and digital processes, turned each irritant into a concrete AI solution, then scored every solution on impact and feasibility. Eleven use cases survived that filter.
The morning laid the foundations. The teams worked through the principles of generative and agentic AI, the distinction between assistants, automations and autonomous agents, and prompt engineering methods, before moving to hands-on practice with Microsoft Copilot: summarising emails, preparing meetings, creating presentations, and building their first conversational and acting agents. A dedicated session covered content optimisation for AI search engines.
The afternoon anchored the thinking in the concrete. AI Partners consultants demonstrated live agents deployed for other clients, from automated reporting to creative asset generation, before launching the ideation workshops.
By the end of the day, the teams had eleven use cases named, evaluated and positioned on an impact-effort matrix, and a 36-month roadmap structured around three horizons: quick wins to launch from 2026, structural opportunities to build next, and strategic bets to clarify, all preceded by a global and local Data & AI audit.
"The tailored support and the availability of our contacts made a real difference. Having all the resources brought together in one place was extremely valuable for us."
Vetoquinol team
Prioritising AI use cases requires understanding what the technology can do, what it cannot do, and what separates a conversational assistant from an agent genuinely connected to the company's tools. By placing training in the morning and the decision in the afternoon, every participant scored the solutions with the same reference points, acquired just hours earlier.
The demonstrations of systems deployed for other clients played a decisive role. Seeing a reporting agent or an asset generation platform operate in real conditions allowed the teams to calibrate their ideas against what is genuinely feasible, rather than against abstract promises.
Finally, the discipline of prioritisation mattered as much as the ideation itself. Not every attractive idea is a quick win, and some high-impact solutions first require clarification work. This is precisely why Vetoquinol's roadmap begins with a global and local Data & AI audit, before any large-scale deployment.
The Vetoquinol Strategic AI Day demonstrates what becomes possible when training and strategic prioritisation happen in the same room on the same day: teams equipped with a genuine understanding of the technology make faster, more grounded decisions about where to apply it. This format sits at the intersection of two AI Partners programmes: AI Academy, which gives teams an operational understanding of generative AI and agents, and AI First Organization, which structures the use case prioritisation and strategic roadmap.
