Frameworks are great on paper, but what does AI implementation actually look like when you’re working with real teams? In this episode, I’m pulling back the curtain on four client engagements—from public sector comms teams to tourism SMEs, an EU institution, and a national government SEO programme. Spoiler: it always starts with training people, not buying tools.
Public Sector Marketing & Comms: From Overworked to Empowered
First up was a public sector marketing and communications team. Sound familiar? High output, massive demand, small team, overworked and under-resourced. They had leadership buy-in to run a pilot that would eventually roll out across the entire organisation.
We started with an AI readiness survey, then I designed training modules built around a three-tier AI roadmap with 21 actions:
- Tier 1: Tools – Identifying AI-powered tools they actually needed (Adobe Suite, Canva, analytics platforms)
- Tier 2: Custom Assistants – Seven custom AI assistants tailored to their workflows
- Tier 3: Agents – Agentic workflows that automate tasks without human intervention
The key? They built it themselves. I facilitated, but they did the work. At the end, they presented their use cases back to the entire organisation. We didn’t ask for perfect—it was a pilot, after all.
30 Tourism SMEs: Practical Skills, Zero Fluff
Next was a funded skills programme for around 30 tourism businesses—mostly micro and small operations. No teams. No tech budgets. They needed practical skills they could use immediately.
Over about 20 hours together, we covered chatbots, custom AI assistants, avatar creation for different business tasks, and recommendations for free or low-cost tools. The goal was to equip them with skills they could deploy in their businesses the day after training ended.
EU Institution: Working Inside the Regulatory Box
This one was highly regulated. They had to work exclusively within the Microsoft 365 environment—no external tools allowed. So we worked with what they had.
We identified every opportunity within Microsoft 365: Copilot in email, calendar, SharePoint, and beyond. They had the paid license, which meant Copilot could read emails, check calendars, access SharePoint, and tap into their project management tools as a knowledge base.
We built custom agents—a media and PR assistant, a project coordinator assistant, a report analyst. The team was encouraged to use these custom assistants instead of opening a fresh Copilot chat every time. Why? Because custom assistants improve through interaction and feedback. The more you use them, the better they get.
National Government: SEO is Dead, Long Live AEO
Finally, an international government wanted to understand how AI is changing search engine optimisation. We designed a five-day exclusive programme for leaders across national government departments and agencies.
The focus? Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO). These leaders were tasked with bringing this knowledge back to their teams. At the end of the five days, they worked in teams to present a 90-day AEO strategy. It was brilliant to watch.
The Common Thread
Different sectors. Different stakes. One constant: it always starts with training people, not buying tools. Skills first, then deployment.
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Key Statistics
– A public sector marketing team implemented a three-tier AI roadmap with 21 actions across tools, custom assistants, and agentic workflows.
– Around 30 tourism SMEs completed approximately 20 hours of practical AI training, resulting in immediately deployable custom assistants and chatbots.
– An EU institution built multiple custom AI agents within Microsoft 365, including a media and PR assistant, project coordinator assistant, and report analyst.
– A national government programme trained leaders across departments in a five-day intensive, with each team presenting a 90-day Answer Engine Optimisation strategy by the end.
About the Podcast Host
AI and Communications Specialist | Author | Podcaster | International Speaker
Joanne Sweeney is a recognised leader in digital marketing and digital transformation, specialising in the practical application of AI to enhance communication strategies. The founder of Digital Training Institute, Joanne, empowers leaders and communications professionals to leverage AI responsibly and effectively, ensuring transparency, trust, and tangible results.
She completed the Harvard Kennedy School Executive Programme in AI and Public Policy this summer before launching her fourth book AI Playbook, in September. Joanne has also published two editions of Public Sector Marketing Pro, which were preceded by her first title, Social Media Under Investigation Law Enforcement and the Social Web.
Her books have become go-to resources for governments, public sector and policing agencies, as well as marketing and communications professionals, all navigating the challenges of the changing Internet.
Joanne is the host of the AI SIX Podcast, a daily six-minute podcast that provides actionable insights, expert interviews, and practical advice to help professionals navigate the new world of work.
