Brainforge Knowledge

2026-02-12_jocelyn-swift-harjes_ayzenberg

8 min read

Conversation: Jocelyn Swift Harjes - Ayzenberg

Date: 2026-02-12
Person: Jocelyn Swift Harjes
Company: Ayzenberg
Role: VP of Insights and Data
Type: Discovery / Relationship Building

Key Context

Ayzenberg Profile:

  • Agency focused on gaming and entertainment brands
  • Working with major clients like Ubisoft, Walmart
  • AI maturity: Mid-stage (using tools, building internal systems, but not fully integrated)

Relationship Status:

  • Warm introduction (context not specified)
  • Jocelyn is interested in case studies showing rapid implementation
  • Connected to Michael (leads digital transformation)
  • CEO is AI-forward

Raw Notes

Current AI Usage & Projects

Chatbots and Personas (Early Days)

  • Started with ChatGPT to build customer personas
  • Now putting chat interfaces on top of original research
  • Evolution from basic ChatGPT → structured AI applications

Soulmates.ai Platform (Last 18 Months)

  • Origin: CEO’s passion project from ~10 years ago during influencer marketing boom
  • Current Focus: Identifying brand evangelists and social media fans
  • Technology:
    • Hexaco personality framework (values consistent across lifetime)
    • Same technology that powers platforms like e-harmony
    • Taking survey answers and storing in their data lake
  • Client Pitch:
    • “BI team doesn’t care what social media team wants for research”
    • “Brand managers have questions and aren’t getting answers”
    • Soulmates bridges the gap

Client Work: Ubisoft Example

  • Get brand guidelines and social media strategy
  • Challenge: Stay on brand while reflecting local cultural norms
  • Brand safety check + brand guidelines check
  • Depends on client’s AI maturity:
    • Some companies can see everything
    • Others are more restricted (e.g., Assassin’s Creed team)

Backend Workflow Automation

  • Question example: “You want to talk to a 30-year…” [note: incomplete thought in original]
  • Focus on automating workflows on the backend

Internal Knowledge Base Project

  • Current State: Big project happening now
  • Lead: Michael (digital transformation leader)
  • Tools Exploring:
    • Claude Cowork - “only works on Macs which is frustrating to her as a PC user”
    • Cursor - “thought cursor was interesting”
  • Interest: Would like to see a case study from Brainforge on how we’ve built our tools
    • ACTION: This is a case study opportunity

AI Consulting Opportunities

  • Sees opportunity to consult and teach agencies how to use AI
  • Many smaller boutique agencies need this support
  • “When you think of opportunities → being an AI consultant in general. It’s identifying which agencies do need that support.”
  • Reference to successful person doing leads for dentists and roofers (practical, non-tech verticals)

Team Dynamics & Learning

  • “We have a good team that helps, but ultimately it’s learning how to deal with a CEO”
  • Learning curve this year has been CEO management around AI initiatives
  • “In between the futurist” [context: agency positioned between early adopters and laggards]

AI Adoption Stage at Ayzenberg

Mid-Maturity Assessment:

  • Pretty invested in AI but not as up-to-date as AI engineers
  • Seeing people use co-pilots but not seeing ROI on it
  • Using tools (Claude Cowork, interested in Cursor)
  • Building internal systems (knowledge base, Soulmates)
  • Gap: Converting tool usage into measurable business value

Client: Walmart (via Ashley Owen)

Connection: Ashley at Walmart, works with OMD

  • Role: Head of strategy for Walmart creative studio
  • Mission: “Their whole task is to stop using external agencies for anything”
  • Current Need: Role looking for someone to manage all creative tools
  • Opportunity: Leading Walmart’s internal agency transformation

Jocelyn’s Recommendation:

  • Send Ashley Owen a case study
  • Highlight speed: “2 weeks versus a year with traditional consultancy”
  • Jocelyn was impressed by speed at which Brainforge can move

Working with Brainforge

Interest Level: Warm but cautious

  • Will talk to Michael (digital transformation lead) to see if they’re interested
  • Impressed by speed: “2 weeks versus a year with a traditional consultancy”
  • Doesn’t know exact appetite for working with external people right now
  • Wants: Build a case study that shows what we can do
  • CEO is very AI forward (positive signal)

Next Steps Suggested:

  • Reach out to Ashley Owen with case study
  • Create case study showing Brainforge’s tool-building capabilities
  • Follow up after Jocelyn talks to Michael

Key Painpoints Identified

1. PC vs Mac Tool Limitations

  • Claude Cowork only works on Macs
  • Frustrating for PC users like Jocelyn
  • Implication: Cross-platform compatibility matters for agencies

2. Co-Pilot ROI Unclear

  • Seeing people use co-pilots
  • Not seeing clear ROI on the investment
  • Implication: Need to show measurable business impact, not just tool adoption

3. Gap Between Teams

  • BI team doesn’t care about social media team’s research needs
  • Brand managers have questions but aren’t getting answers
  • Implication: Siloed data and tooling creates inefficiencies

4. CEO Management of AI Initiatives

  • “Learning how to deal with a CEO” was the big lesson this year
  • Implication: Executive buy-in and expectation management is a challenge

5. Slow Traditional Consultancy Speed

  • “2 weeks versus a year” comparison impressed Jocelyn
  • Implication: Speed to value is a major differentiator

6. Internal Knowledge Base Complexity

  • Big project, needs right tools and approach
  • Implication: Internal knowledge management is a priority for mid-size agencies

7. Client AI Maturity Variance

  • Some clients (like certain Ubisoft teams) have restrictions
  • Must adapt approach based on client’s AI journey
  • Implication: One-size-fits-all doesn’t work; need flexible approaches

Opportunities

1. Case Study: Brainforge Internal Tools

  • What: Document how we built SOW generator, knowledge base, internal AI tools
  • Why: Jocelyn specifically asked for this
  • Audience: Ayzenberg, Ashley Owen (Walmart), other agencies
  • Timeline: ASAP for warm follow-up

2. Engagement: Ayzenberg Internal KB Project

  • Contact: Michael (via Jocelyn introduction)
  • Project: Building internal knowledge base
  • Differentiator: 2-week delivery vs. year with traditional consultancy
  • Status: Jocelyn will talk to Michael about appetite

3. Walmart Internal Agency Opportunity

  • Contact: Ashley Owen (Head of Strategy, Walmart Creative Studio)
  • Context: Leading effort to reduce external agency dependency
  • Need: Managing creative tools and workflows
  • Action: Send case study via Jocelyn intro or direct outreach

4. AI Consulting for Boutique Agencies

  • Market: Smaller agencies that need AI adoption support
  • Service: Teaching agencies how to use AI effectively
  • Positioning: Practical implementation, not theory

5. Content: Mid-Maturity Agency Profile

  • Ayzenberg is a perfect example of mid-maturity agency
  • Using tools but struggling with ROI
  • Building internal systems but need guidance
  • Could be a persona for content series

Agency Archetype: Mid-Maturity

Ayzenberg represents this archetype:

Characteristics:

  • Invested in AI (budget allocated, tools purchased)
  • Building internal systems (Soulmates, knowledge base)
  • CEO is AI-forward (top-down support)
  • Team is learning but not expert-level
  • Using AI tools (ChatGPT, Claude, exploring Cursor)
  • Gap: Not seeing clear ROI, need guidance on implementation

Needs:

  • Proof of ROI (case studies, metrics)
  • Fast implementation (weeks, not months)
  • Practical guidance (not theory)
  • Cross-platform solutions
  • Help measuring impact
  • Executive expectation management

Differentiators That Resonate:

  • Speed (2 weeks vs. year)
  • Real examples (case studies)
  • Internal tool building (they’re doing the same)
  • Practical over theoretical

Quotes to Remember

“Most AI companies aren’t good at the data piece, which is what causes them to mess up the implementation.”

“BI team doesn’t care what social media team wants for research. Brand managers have questions and aren’t getting answers.”

“We’re building them an internal version of what we have.” (about Lilo - but similar to Ayzenberg’s thinking)

“Everyone is begging me to turn on co-pilot - where do I even start?” (general enterprise pain)

“2 weeks versus a year with a traditional consultancy” (speed differentiator)

“We have a good team that helps, but ultimately it’s learning how to deal with a CEO”

“They’re seeing a lot of people use co-pilots but not seeing the ROI on it.”

“Would be interested in seeing a case study from us on how we’ve built our tools.”

Next Actions

Immediate (This Week)

  • Create case study: “How Brainforge Built Internal AI Tools in 2 Weeks”
  • Document SOW generator, knowledge base setup, internal tools
  • Send case study to Jocelyn for review/sharing

Short-term (Next 2 Weeks)

  • Jocelyn will talk to Michael → follow up on Ayzenberg engagement interest
  • Research Ashley Owen (Walmart) and prepare outreach
  • Add Ayzenberg painpoints to painpoints database
  • Create “Mid-Maturity Agency” persona document

Medium-term (Next Month)

  • Include Ayzenberg insights in agency content series
  • Explore boutique agency consulting opportunity
  • Track ROI metrics from Brainforge implementations to address “co-pilot ROI” concern

Long-term

  • If Ayzenberg engagement happens → document as case study
  • If Walmart connection happens → major enterprise case study opportunity

Connections to Existing Work

Content Series

→ content/cc-content-system/luke-gpt/projects/agency-ai-integration-series/

  • Ayzenberg example fits “Mid-Maturity Agency” content
  • Co-pilot ROI concern → addresses Post 8 themes
  • Speed differentiator → can emphasize in Post 6

SOW Framework

→ gtm/sales/sow-framework/

  • Internal knowledge base implementation pattern
  • 2-week rapid build approach
  • Mid-size agency pricing tier

Case Study Opportunity

→ gtm/content/ or new case study section

  • Brainforge internal tools build
  • Speed comparison (2 weeks vs. year)
  • Could be lead magnet for agency audience

Sales Pipeline

→ gtm/sales/leads/

  • If Ayzenberg engagement moves forward → create lead folder
  • Walmart/Ashley Owen → potential separate lead

Research Insights Added

Painpoints: 7 new painpoints identified (see section above)
Opportunities: 5 opportunities (case study, Ayzenberg, Walmart, consulting, content)
Persona: Mid-Maturity Agency archetype defined
Proof Points: Speed (2 weeks), tool building, practical approach

Status: ✅ Captured and structured
Next: Synthesize into aggregated insights documents

Graph View