Two years have passed from when GHD's CEO Jeroen Temmerman made plans to create a more efficient organisation. But that script has flipped. Now, rather than chasing cost savings, GHD is using AI to drive growth. Rolling it out across the business forced the 25-year-old brand to rethink its positioning and learn a few hard lessons – including that AI is not a shortcut.
“Like everybody else, we started to look at how to get efficiency, whether it’s through customer service, data collection, marketing and media modeling,” Jeroen said. But through the process, he came to the conclusion that using AI to drive top line profit will “bring GHD to the next 100 years of existence of the brand.”
