Rather than treating AI as peripheral, Ten Toes integrated it centrally into their operations through an internal initiative called AI Week. The philosophy driving this approach emphasizes that AI should enhance human creativity and strategic thinking rather than eliminate it.
The centerpiece was a real-world challenge: developing a go-to-market strategy for launching NASCAR across European cities — Paris, London, Stockholm, and Rome. Teams focused on three dimensions: Talent (leveraging AI to highlight drivers and partners), Monetisation (identifying commercial opportunities through content, merchandise, and partnerships), and Lasting Impact (ensuring sustainable European market presence).
Teams utilized diverse AI platforms including ChatGPT, Claude, Veo 3, Midjourney, Suno, and Perplexity throughout their development process.
A significant outcome involved demoing an internally-developed fan insight AI tool used across major client work, with rollout planned for flagship accounts ahead of the 2026 FIFA World Cup.
The initiative established a GenAI Council to maintain momentum as technology evolves, reflecting the organization's commitment to growth through continuous adaptation.
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