AI Simulation for Anheuser-Busch
An out of this world simulation with consumer-centricity at its heart
Within an increasingly complex consumer landscape, Anheuser-Busch asked us to simulate the use of AI to enable a consumer-centric mindset to life for their commercial leaders, with an unforgettable immersive experience – one that would also enable them to practice the leadership skills needed to work with AI as a team.
Solution
An out-of-this-world Serious Game with AI and consumer-centricity at its heart. Brewery on Mars is a creative, engaging , immersive experience in which teams compete to build the most successful brewery within a complex, volatile, Martian consumer landscape.
By replicating channel and category complexity in a hybrid team environment, leaders experience what consumer-centricity really means, while practicing the use of AI and leadership skills in a safe but challenging space.
Concept
We started by delving deep into the consumer landscape. Consumers are changing, the world of retail is changing – and it’s a complex, ever-evolving system with an abundance of data. We wanted to build a familiar but challenging world around this, to show how AI can be used to understand people and macro trends.
Layered on this foundation, it was essential for us to bring out leadership, functional and behavioral skills in the simulation that lead to AI adoption. We built in opportunities to practice strategic thinking, business acumen, financial literacy, effective communication and analytical skills including problem-solving and decision-making.
Immersed in this new environment, participants would discover that only by focusing on the consumer, asking the right questions to AI and using their skills, could they lead future growth for their team and win.
see6 is a game-changer for leaders. After running the highly-engaging simulations, our teams are eager to apply what they learn to the field. The simulations have also inspired a curiosity for continued learning using AI that see6 has curated as a part of our program.
Creative
A brewery on Mars was the perfect creative wrapper to engage participants. With a compelling story, a strong gaming narrative and ‘Planetary Data’ – an AI-powered virtual assistant with personality – we creatively gamified the client’s corporate strategy. Production elements added to the immersive feel, with sound design and a gaming-style user interface.
Process
We’ve got our sim innovation and development process down to a fine art. Our methodology starts with understanding the brief, then we innovate to build a solution aligned to the clients' strategic outcomes. This is where we brainstorm and get creative around the brief until we have a gaming narrative and some front-end sim designs.
For Brewery on Mars, our innovation and iteration process started with some simple sketches of the user interface and the components we wanted to incorporate. Then we iterated, reiterated and iterated some more…
Results
An exciting simulation with a beautiful user interface backed by a sophisticated algorithm, and an immersive, experiential learning experience which has delighted the client, engaged participants and inspired a new way of thinking about consumer-centricity for Anheuser-Busch.
Our Experience
We have conducted numerous AI simulations involving more than 2,000 leaders, allowing us to gather valuable insights and data.
In addition, we have successfully implemented gamification techniques across more than 60,000 team AI interactions. This approach has not only enhanced team collaboration but also fostered a culture of continuous improvement.
In 2021 our Leadership Team set out to transform how we Lead Future Growth for our business and our teams. see6 was instrumental in our evolution.
Our efforts have resulted in facilitating over 150,000 AI-enabled decisions. By leveraging the power of artificial intelligence, we have empowered individuals and organizations to make more informed and effective choices.
In summary, our comprehensive approach, which includes AI simulations, gamification, AI-enabled decision-making, and strategic partnerships, has been instrumental in delivering truly transformative outcomes for our clients.