Context
At AT&T Business, technology teams were building AI solutions without shared business context, and business units could not see what was being delivered for them. The impasse put $35M of AI investment at risk.
Leadership needed a single, executive-ready artifact — a Marketecture — that connected business vision, customer journeys, and technical capabilities in one picture.
Approach
Aligned with the head of AI Innovation on outcomes and guiding principles, then rebuilt trust through 1:1 sessions with six executive stakeholders.
Co-created the artifact in working sessions with business and engineering leaders, mapping the customer journey and surfacing overlaps, gaps, and ownership in the room.
Synthesized a unified visual model of digital capabilities, AI components, and underlying platforms — simple enough for the board, precise enough to guide delivery.
Results
Broke a months-long impasse in three weeks and protected $35M of at-risk AI investment.
Aligned EVP and SVP leadership around a single view of AI strategy, outcomes, risks, and customer and employee experience impact.
Established a shared reference artifact that clarified ownership, eliminated duplicative effort, and accelerated cross-team execution.
