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Captivate is a Danish software company behind the event management platform Nexa, used for virtual, hybrid and in-person events. Based in Slagelse, Captivate helps organizations plan, run and measure events, from registration and communication to streaming and analytics. The platform has powered more than 5,000 events across 30+ countries, and is used by customers such as Specsavers, Deloitte, ISS, Pandora, Tryg and Bang & Olufsen.
Several teams at Captivate had already started using AI on their own, but without a shared approach. There was a lack of clarity about which tasks delivered the most value, how to use the tools responsibly with customer data, and how good practice could be shared across sales, marketing, client services and product development.
The result was scattered experiments, uneven quality and a number of good ideas that were never put into a system.
ZRM started with an AI Strategy & Roadmap engagement: interviews with key people, a review of workflows, and a prioritization of the use cases that could create the greatest impact fastest. This was followed by an ongoing adoption program, where teams were trained, a shared library of prompts and playbooks was built, and internal AI ambassadors were equipped to drive usage forward.
Claude was put to work broadly: Claude for Teams/Enterprise for daily work in sales, marketing and client services, Claude Code in product development around the Nexa platform, and Claude Cowork for tasks and reporting across systems. Guidelines for the safe use of data were established from the start.
Over the course of the engagement, AI has gone from scattered experiments to a shared, embedded way of working across five departments at Captivate (sales, marketing, client services, operations and product development). Drafts for proposals and customer inquiries are now produced around 70% faster, from about 3 hours to under 1 hour per draft. Marketing produces around 100% more content and now handles both Danish and English in-house, where English was previously sent for external translation. First response to customer inquiries in client services has dropped around 75%, from about 8 hours to under 2 hours. The number of established use cases in operations has grown from 0 to 9. Weekly use of Claude has grown from around 5 early users to about 80% of employees across the five departments, supported by a shared prompt library, playbooks and internal ambassadors.
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