What happens when a CMO, seven marketing leaders, and an AI specialist sit in a room together — and actually build something? That's how VodafoneZiggo's AI transformation started: an onsite workshop where Belinda Gerdt (CMO) and her senior marketing leadership team collaborated with Atlassian's AI specialist to identify the highest-impact AI use cases for their business. No abstract strategy decks — just hands-on ideation focused on where AI could remove the most friction from how Marketing plans, executes, and delivers.

From that workshop, VodafoneZiggo and Atlassian collaborated to design, build, and deploy custom Rovo agents tailored to those prioritised use cases. Basak Erdogan (Technical Platform Lead) partnered with Atlassian's AI specialist to bring the agents to life — creating an end-to-end agentic workflow from Loom-captured quarterly planning sessions, through structured Jira Epics, all the way to automated sprint rituals with zero manual reporting. In five months, agent interactions grew from 100 to 2,000 and monthly active users scaled from 20 to over 100 across Marketing, Tech teams and beyond. What started as a Marketing transformation quickly proved its value for tech teams as well, with engineering squads adopting the same patterns to streamline their own planning and delivery workflows.

• Agent interactions: ~100 → ~2,000 (20x growth, Dec–May)
• Agent monthly active users: ~20 → 100+ (5x growth)

Belinda brings the business lens: why she championed AI adoption as a CMO, how the workshop crystallised her team's priorities, and what "measurable impact" looks like when you report to a board. Basak brings the builder's lens: how she translated workshop outputs into production-ready agents and earned trust as a technology partner across Marketing, HR, and beyond. Together they'll share the honest story of going from a single collaborative workshop to organisation-wide AI adoption at one of Europe's largest telcos.
VodafoneZiggo also has active POCs of more use cases and will have more measurable impacts to share.

Customer organisation: VodafoneZiggo

Key Takeaways

• Start with the business, not the technology — how an onsite workshop with the CMO and 7 marketing leaders identified the use cases with the highest measurable impact, ensuring AI adoption was anchored to real business priorities from day one.
• From ideation to deployment through partnership — how VodafoneZiggo collaborated with Atlassian's AI specialist to design and deploy Rovo agents that drove 20x growth in agent interactions and eliminated manual quarterly-planning overhead for Marketing squads.
• Value that scales beyond Marketing — how the same patterns expanded into tech teams, proving that a focused starting point (one workshop, one function) can become a cross-functional accelerator across the enterprise.