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What's in this article :
1. International marketing teams facing the acceleration of generative AI
2. Training the teams and setting priorities on the same day
3. How everyday friction points became eleven prioritised use cases
4. The results
5. What this changes for marketing and digital teams
6. What the Vetoquinol team said
7. Why training had to come before the decision
8. Conclusion
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. For Vetoquinol, the question was no longer whether these technologies would transform the way its teams work, but where to start, with which priorities, and on what timeline.
Vetoquinol entrusted AI Partners with the organisation of a Strategic AI Day, an intensive session held on December 19, 2025 with a dual objective: give the marketing and digital teams an operational understanding of generative AI and AI agents, then co-construct a three-year 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 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. The teams first mapped the friction points across their marketing and digital processes, then transformed each one into a concrete AI solution, and finally scored every solution on its impact and feasibility.
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.
