Deltacore Analytics: AI Transformation Beyond the Algorithm

Name: Deltacore Analytics: AI Transformation Beyond the Algorithm (English version)
SKU: W45949

Shamel Addas, Yasser Rahrovani

Product #:W45949

Supplier:Ivey

Discipline:Information Systems, Strategy

Setting:Canada, 2025

Details:Exercise (PDF) • 6 pages • 2025-08-25

Subjects:

Marketing analytics Organizational change Technology and analytics Information systems Strategy

Geography:

North America Canada

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$9.71

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Deltacore Analytics was a mid-sized marketing intelligence firm that collected, analyzed, and interpreted data to inform strategic marketing decisions. While initially successful, by mid-2024, clients began to shift from Deltacore to competitors who could offer continuous and dynamic marketing solutions that depended on AI-native marketing intelligence platforms. Deltacore's earnings were suffering, and clients were raising questions about the number of analysts Deltacore used.

In early 2025, Deltacore explored the use of generative AI (GenAI) platforms to streamline some of the work they did. The tests were promising but inconsistent. Moreover, the tests raised social and cultural tensions within the organization. Now at a strategic crossroads, Deltacore's executive must decide what steps would be next for a company that celebrated the human nature of its analytics in an industry increasingly dependent on the cheaper and faster GenAI. How fast, how far, and in what ways should Deltacore leverage GenAI?

Learning Objectives

This exercise offers a simulation-based assignment. Students interact with AI assistants modelled after the five key personas in the case. Each AI assistant embodies specific personality traits, priorities, concerns, emotional perspectives, and contextual knowledge, ranging from technological optimism and financial prudence to cultural stewardship and concerns over talent development.

Students are tasked with conducting structured interviews using chatbot interfaces to uncover each character’s position, concerns, and vision for the future. The quality of a student’s performance depends on how effectively they prompt, probe, and synthesize information across roles into a cohesive analysis and recommendation. In parallel, students are expected to investigate real-world GenAI tools and platforms relevant to the marketing intelligence sector. Students must evaluate which tools and capabilities Deltacore should adopt and how to implement the tools responsibly, balancing innovation with organizational risk, employee readiness, and long-term strategic fit.

By completing this assignment, students will be able to undertake the following:

Analyze the strategic opportunities, risks, and trade-offs associated with adopting GenAI, particularly in mid-sized organizations.
Evaluate and recommend AI solutions that align with an organization’s strategic goals, capabilities, operations, and cultural context.
Identify and reconcile competing stakeholder perspectives in AI-driven transformation, including technological, financial, ethical, and human capital considerations.
Demonstrate effective AI prompting and interviewing skills by extracting relevant insights from role-based AI assistants representing executive stakeholders.
Synthesize technical and organizational insights into a coherent strategic recommendation that balances innovation, feasibility, and responsible implementation.