Creative Dock AI Hackathon: Embracing AI is About Changing Employee Mindset, Not Just Technology
Adopting AI into business and daily life is essentially another industrial revolution. "Tech companies can no longer decide whether to implement AI or not. Adopting and maximising the use of AI is a matter of survival. At the very least, AI optimises business operations significantly," says Martin Pejsa, Executive Chairman of Creative Dock. How does Hackathon #3, recently held at Creative Dock, help with AI adoption in the company, which has already undergone extensive AI transformation?
Words by Michal Schindler, Photos by Radomir Zelenka
The Question of AI Adoption is Human, Not Technological
Creative Dock, the largest corporate venture builder in Europe and the MENA region, has been leveraging various AI elements for years, utilising machine-learning-based software in banking, insurance, FMCG, travel, and other industries since 2015. The dynamic strategic business innovation and venture-building sector demanded progressive approaches. At the end of 2022, with the rapid development of GenAI and the public availability of the first large language models (LLMs), Creative Dock decided to go even further and transform into a strongly AI-powered company. This began with the intensive implementation of AI into its internal processes, undergoing an AI transformation.
An AI Hackathon is a crucial activity for changing mindsets
"We quickly realised that the key issue in AI adoption is not about technology but about acceptance by people within the company. Therefore, we developed a strategy based on three main pillars: AI enablers, AI mindset, and AI-enhanced business model," says Lenka Libanska, Director of Acceleration & AI at Creative Dock. "It is essential to enable people to work with AI, changing their attitude towards it through related education. This ultimately leads to fundamental transformation (and optimisation) of the company’s business model," she explains. According to her, organising internal hackathons involving 24 hours of intensive AI-powered creative activity is crucial for integrating AI into the company.
Though It’s About Mindset, Each Hackathon Also Produced Real AI PoCs
The winning project of Creative Dock's first AI hackathon was VenturIA, which uses AI to test new products. AI synthetic personas enable the innovation team to streamline the testing process with real users significantly. AI interviews with precise target groups and specified profiles achieve over 90% accuracy compared to live customer results. This is done at a fraction of the cost and in hours instead of weeks. Today, VenturIA is one of the building blocks that primarily includes our AI tools as part of our AI optimisation offering. Details about VenturIA are here: Boosted Product Development with GenAI.
A PoC (proof of concept) that won the second hackathon we call HR Matchmaker, for now. It's a chatbot that helps candidates find the best-suited job openings based on their CV or LinkedIn profile. The recruitment department benefits by receiving carefully selected applicants with matching profiles through AI. Currently, we're integrating Matchmaker with external hiring applications, making it a universal HR tool that ensures a faster and more accurate process for both applicants and companies. Do you want to be the first to know when Matchmaker is available? Subscribe to our monthly newsletter.
"Thanks to AI and automation of routine or purely database processes, we've already sped up the recruitment process by 30 per cent. Matchmaker will significantly boost efficiency even further."
Zbynek Nemec, Creative Dock Group CHRO
What were the organisers' aims for the third hackathon? “We had two goals: first, to find great (cutting-edge) AI PoCs and second, to increase AI adoption by involving more business people and fewer technical experts in the hackathon. I'm very happy to see that we achieved both,” says Soheyla Mirshahi, Creative Dock Technical AI Product Manager, one of the expert advisors for the hackathon teams and one of the moderators. Involving non-tech people is usually seen as a challenge. How did Creative Dock manage to overcome this issue?
The Mindset Change: People Now Challenge AI Instead of Fearing It
Yes, people tend to perceive AI as a threat. However, when they have the opportunity to work with AI and harness its advantages, their perception quickly changes. “There’s a stream of thought among Silicon Valley tech thinkers that humans can surpass AI through neural links in our brains. Essentially, we humans could combine our unique human excellence with AI capabilities. Theoretically, using AI to add complementary skills to our own sounds pretty cool. Hence, I hope the AI perceives me as a competitor and is scared!” says with a smile Martina Voskova, Creative Dock Project Lead and a captain of the team whose idea won the latest AI hackathon. They used AI to showcase the unique benefits of strategic foresight and even developed an automated lead-generation solution. (What does strategic foresight bring? Read our article: Robust Strategies for an Uncertain Future.)
The Idea Matters More Than Technological Experience
Martina Voskova's experience reaffirms our point. “Tech people in our team were amazing, of course, but I believe our success rests upon the idea—not the specific code or prompts. Our goal was to quickly validate whether the idea was feasible and then focus on whether the solution made sense for Creative Dock, our clients, and how fast we could go to market. The details of the technical solution were not the main focus.” The importance of a creative approach is also confirmed by Tomas Kovarik, Creative Dock Head of AI R&D: "It is great to see dozens of people becoming AI gurus just after 3 hackathons. We have all become prompt engineers, understand AI’s strengths and limitations, and learned how to integrate other systems. It is a new beast, and we learned how to ride it. The result? Six ready-to-ship solutions in under 24 hours, each of them solving a real business problem. Cannot wait to have them all deployed for wider use."
The time spent on the hackathon pays off greatly for the company
More than any other, technology companies struggle with time, and an hour of work is worth its weight in gold. Is it worth it for dozens of people from the company to spend 24 hours (in reality, it's closer to two days) on an internal activity like a hackathon? The answer becomes clear when you find the CEO of Creative Dock, Gabriela Teissing, in one of the teams. "At a hackathon, people and professions that don't usually work together come together in teams. Technologists and salespeople, prompt engineers and marketing folks, and so on. Over the course of 24 hours, strong friendships are formed, making it a unique human experience. We always gain ideas for new AI tools that we use in our company and for clients. VenturIA and Matchmaker are great examples, but there are many more," explains the CEO, why the hackathon is beneficial for the company in several ways."
According to recent surveys, only 15% of companies see a real and tangible impact from the internal application of GenAI. Creative Dock is among them, and we would be happy to share our experiences with you.
Are you, for example, inspired by the hackathon, which is crucial for shifting the company mindset towards AI and generating key PoCs for AI use in your business? Get in touch with us. Don't waste time trying to find a path alone—reach out to us. We'd love to join forces with you.