Empowering Purpose with AI
Veolia + ACAM = Practical Partnership
At a Glance
Veolia engaged ACAM to help move from AI strategy to AI action—embedding practical tools, ethical understanding, and confident experimentation across its marketing, comms, and sustainability teams.In just one session, confidence in AI more than doubled: 83% of attendees left feeling confident or very confident, up from just 41%.
Purpose
This case study highlights how ACAM supported Veolia in turning an established AI vision into tangible behaviour change - strengthening ethical guardrails, upskilling cross-functional teams, and igniting momentum across the organisation.
Background
Veolia is a global leader in ecological transformation, operating across the water, waste, and energy sectors. With its AI strategy and governance frameworks already in place, the business was ready to activate its next frontier: empowering people.
To do this, Veolia partnered with ACAM to deliver a tailored workshop that translated strategy into real-world capability—linking AI to brand values, sustainability goals, and practical workplace tools like Salesforce.
To do this, Veolia partnered with ACAM to deliver a tailored workshop that translated strategy into real-world capability—linking AI to brand values, sustainability goals, and practical workplace tools like Salesforce.
The Challenge
Despite the presence of systems, champions, and frameworks, Veolia needed to:
• Upskill cross-functional teams in a relevant and inspiring way
• Ground AI capability in everyday marketing and communications use cases
• Build a baseline of knowledge and confidence
• Protect purpose and ethics while encouraging experimentation
• Upskill cross-functional teams in a relevant and inspiring way
• Ground AI capability in everyday marketing and communications use cases
• Build a baseline of knowledge and confidence
• Protect purpose and ethics while encouraging experimentation
The Solution
ACAM co-designed a high-impact, highly practical education session that responded to Veolia’s unique sustainability-driven context.
Session components included:
• Pre-session team survey to assess baseline comfort and confidence
• Veolia’s internal AI strategy and champion framework walkthrough
• “Prompt Like a Pro” hands-on AI tools training
• Pre-session team survey to assess baseline comfort and confidence
• Veolia’s internal AI strategy and champion framework walkthrough
• “Prompt Like a Pro” hands-on AI tools training
• Real-world case studies across industries
• Breakouts for reflection and action planning
• Exploration of Salesforce AI features and roadmap• Workshop wrap-up with commitments and next steps
• Breakouts for reflection and action planning
• Exploration of Salesforce AI features and roadmap• Workshop wrap-up with commitments and next steps
How We Delivered
Pre-Workshop
Diagnostic pulse check and co-design with internal champions
Diagnostic pulse check and co-design with internal champions
Delivery
3-hour hybrid session combining strategy, tools, and engagement
3-hour hybrid session combining strategy, tools, and engagement
Post-Workshop
Survey and planning for further upskilling phase
Survey and planning for further upskilling phase
Results & Impact
Participant Learning Goals Achieved
• Confidence doubled
• Clearer understanding of ethical AI use
• High engagement and appetite for continued learning
• Clearer understanding of ethical AI use
• High engagement and appetite for continued learning
Client Feedback
“This workshop gave our team confidence and clarity. It connected AI with our values, gave
us space to experiment, and helped us move forward as one team.”
Internal champion, Veolia
us space to experiment, and helped us move forward as one team.”
Internal champion, Veolia
Intangible Wins:
• Ethical frameworks translated into team behaviour
• Energy and momentum for continued learning
• Alignment between AI goals and brand purpose
• Hands-on experience using existing platforms
• Ethical frameworks translated into team behaviour
• Energy and momentum for continued learning
• Alignment between AI goals and brand purpose
• Hands-on experience using existing platforms
Key Learnings:
• Practical tools build trust faster than presentations
• Internal alignment matters—especially across functions
• Tying AI to purpose and values is essential for uptake
• Confidence grows when people feel ownership
• Practical tools build trust faster than presentations
• Internal alignment matters—especially across functions
• Tying AI to purpose and values is essential for uptake
• Confidence grows when people feel ownership
What’s Next
Following this session, Veolia is continuing its journey with targeted AI upskilling androadmap activation - proving that ethical, human-led AI is not just possible, but practical.
Acknowledgement of Country
At the Australian Centre for AI in Marketing (ACAM), we acknowledge the Traditional Custodians of the lands on which we live, learn, and work across Australia. We recognise their deep and enduring connection to land, waters, and culture and pay our respects to Elders past, present, and emerging. We are committed to learning from First Nations knowledge and perspectives.
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