AI STRATEGY & ENABLEMENT

AI is no longer a novelty — it’s a competitive advantage (for organizations that understand how to apply it). We help associations and event organizers take the guesswork out of AI and leverage it in practical, proven ways. The result? Less manual work, smarter operations and ROI you can measure.

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OUR AI SOLUTIONS

  • AI Audit & Opportunity Mapping

    Discover where AI can have the biggest impact across your organization — and get a prioritized roadmap to put it into action.

  • AI Training & Team Enablement

    Help your marketing and operations teams master AI with hands-on learning focused on applied use cases.

  • AI Event Agents

    Automate knowledge retrieval, standardize information, streamline onboarding, and keep teams focused on high-value work. These agents remove internal bottlenecks and unlock remarkable operational efficiency.

  • Custom AI Agents

    Boost efficiency with agents tailored to your organization’s needs and workflows.

  • Custom GPTs & Content Assistants

    Generate on-brand content faster — from session descriptions to speaker emails.

  • AI Video Production

    Create promos, explainer videos and other assets that help your campaigns scale, quickly and cost-effectively.

  • LLM Optimization (LLMO)

    Strengthen how your brand shows up in AI tools like ChatGPT by improving accuracy, data structure and answer readiness.

HOW DO WE DO THAT?

    • Outcomes Come First
      We focus on what you’re trying to improve — registrations, engagement, exhibitor value, operational efficiency — then build an AI approach around it.
    • All About Our Industry
      Our solutions are built with a deep understanding of how events and associations operate, making them immediately relevant and practical.
    • Quick Turnaround
      AI moves fast, but we move faster — expect to go from the first conversation to live implementation in (almost) no time.
    • Cultivate a community
      Our approach ensures your audience feels valued and engaged, boosting overall interaction and satisfaction.
    • Measurable, Repeatable Wins
      Whether it’s saving teams over 1,300 hours or reducing rework by 50%, we track results to make sure we’re delivering undeniable value.

case study

AI Voice Training Improves Client Call Confidence, Reduces Manger Workload

Challenge: For new and junior team members, joining a client call for the first time can feel a lot like stepping onto a stage without rehearsal. Traditional training methods and shadowing help, but some elements of real-time dialogue — handling objections, thinking under pressure, responding with clarity — are almost impossible to prepare for.  Employees needed a way to practice high-stakes conversations without risking real client relationships. 

Approach: AI call training agents were developed around realistic client personas, representing different levels of seniority and influence. Accessible through a secure internal platform, employees are guided into simulated calls that mirror real-world client dynamics at varying levels of complexity. Each session recreates the pressure, unpredictability and nuance of live conversations — while remaining fully controlled, repeatable and safe. Automated summaries provide structured feedback, allowing managers to stay informed without dedicating hours to mock calls.  

Results: The impact was immediate. Employees reported stronger confidence and greater preparedness heading into client conversations. Training became more engaging, more consistent and easier to scale across teams. What was once an unpredictable leap into client-facing responsibility is now a structured development path — one that strengthens performance without increasing risk.  

case study

36 Weeks of Productivity, Returned by AI

Challenge: Employees were spending nearly 20% of their time searching for information. Critical knowledge lived in scattered folders, buried threads and the minds of a few key individuals. Simple questions — about processes, pricing or best practices — stalled workflows and stole time from senior team members tasked with answering the same inquiries, over and over again. This created hidden operational drag, quietly reducing productivity across the organization.  

Approach: To remove those bottlenecks, mdg built Apollo, an internal AI agent integrated directly into Slack. Apollo connects to approved documentation, templates and process guides, delivering instant, reliable answers to everyday questions. By centralizing knowledge into a structured, searchable system, Apollo reduced reliance on internal gatekeepers and embedded key information directly into workflows. Automated tracking and analysis ensured that insights were measurable, validated and continuously improved. 

Results: Within the first 12 months, Apollo reduced average response time from 15 minutes to under one minute per query. Even accounting for a conservative 30% human fallback rate, the time savings equated to 36 weeks of regained productivity. What was once fragmented and interruption-driven became immediate and scalable — allowing teams to focus on high-value work instead of hunting for answers. 

case study

How an AI Voice Agent Delivered Organizational Clarity 75% Faster 

Challenge: As the organization scaled, what once felt seamless began to slow. Leadership believed teams were aligned. Teams believed they were executing well. Yet priorities blurred, processes stalled and inefficiencies started adding up. The real question became: Are we as aligned as we think? Traditionally, answering that would require weeks of interviews and leadership time — with no guarantee of candid feedback.  

Approach: Instead of coordinating calendars and conducting manual interviews, mdg launched the Clarity Audit, powered by Emma Reed, an AI voice agent. Emma conducted 18 one-on-one, anonymous interviews across leadership and key teams, on each individual’s own schedule. Using a standardized question set to ensure consistency and reduce bias, the automated process captured honest opinions quickly and connected the dots between processes, expectations and operational realities.     

Results: The Clarity Audit cut insight-gathering time by 75%, saving approximately 130 hours that would have been spent scheduling, conducting and transcribing interviews. It delivered a data-backed report and prioritized roadmap, enabling leadership to drive immediate, practical improvements. What once would have taken weeks was completed in days — creating a scalable system for maintaining clarity as the organization grows. 

case study

150 Queries Handled, 5 Days Reclaimed: How AI Scaled Support for Entrepreneurs

Challenge: Scottish EDGE supports hundreds of early-stage businesses each year, awarding £3 million across two national competitions. Behind that impact is a team of just seven professionals. When applications open, demand spikes rapidly. Inboxes fill, phones ring off the hook and the team spends valuable time answering the same questions repeatedly. As response times stretch, both applicants and staff feel the strain. The organization needed a way to handle this expected surge in demand, without adding to its headcount. 

Approach: To relieve the pressure, mdg developed EDGEword, a conversational AI agent embedded directly into the Scottish EDGE website. Available 24/7, EDGEword became the first point of contact for applicants, answering common questions instantly and guiding users through the process. Integrated into the application journey, the agent handled inquiries immediately and escalated complex issues when needed. At the same time, conversation transcripts provided insight into applicant confusion, content gaps and opportunities to clarify messaging across the site.  

Results: In a single application round, EDGEword managed more than 150 queries, reducing email management time from six days to one. The AI agent absorbed repetitive support requests, allowing the small team to focus on running the competition rather than managing inbox traffic. Beyond operational efficiency, the implementation positioned Scottish EDGE as a leader in responsible AI adoption and laid the foundation for broader AI training and policy development. What began as a support tool quickly became a scalable system for managing growth.  

case study

20+ AI-Generated Videos: Digital Influencer Boosts Event Brand Recognition, Enhances Attendee Experience 

Challenge: The European Chatbot & Conversational AI Summit wanted its marketing to reflect the innovation on stage. But producing consistent video content is time-intensive, and the team was already stretched thin fielding common questions. The goal: create a distinctive digital presence that could promote the event, guide prospects and unify engagement across channels.  

Approach: Chat-E was developed as a custom AI digital influencer and 24/7 event agent — the face and voice of the summit. Designed with a clear visual identity and defined personality, Chat-E autonomously generated more than 20 social videos to promote the event. Simultaneously, Chat-E served as a conversational agent on the website, answering attendee and exhibitor FAQs around the clock. This created a seamless brand experience across social, web and even on-site moments, as Chat-E led participants through their days, highlighting key information like session start times.     

Results: Chat-E’s auto-generated videos earned 38,100 impressions, 4,200 clicks, 1,800 reactions and 123 comments across Instagram and LinkedIn — delivering a 12.25% engagement rate. Beyond the metrics, the AI persona strengthened brand recognition, created cohesion across platforms and provided always-on support for the summit’s audience — while freeing up valuable staff time.   

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