Proposal · April 2026 For BT Group  ·  EE Base Management

Accelerating Marketing Performance: The Agentic Workbench.

A single, centralised and intelligent environment that enables end-to-end campaign orchestration through AI agents — built on and integrated with BT's existing data and systems.

See the live demo → Explore the workbench

Executive summary

From fragmented marketing
to unified, adaptive intelligence.

Today marketing at BT Group is fragmented — with Tribes and Squads adopting different approaches, processes and tooling to build, launch and optimise marketing campaigns. Advances in AI offer an opportunity to simplify and unify marketing operations.

This enables a shift from channel-led campaign delivery to customer-first, adaptive marketing — delivering more relevant, personalised customer experiences that drive stronger engagement and improved customer value and outcomes.

01 The opportunity

Unify a fragmented marketing stack.

Today marketing at BT Group is fragmented — with Tribes and Squads adopting different approaches, processes and tooling to build, launch and optimise marketing campaigns. This results in inefficiencies and pain points for marketers, including:

  • Inconsistent measurement of activity and limited reuse of learnings
  • Complex and lengthy briefing and approval processes
  • Multiple interfaces and tools across data, decisioning and creative

Advances in AI offer an opportunity to simplify and unify marketing operations. With AI embedded across the end-to-end marketing lifecycle, BT Group can move from fragmented and manual processes to streamlined, insight-led execution — where decisions, workflows and optimisation are continuously connected.

This enables a shift from channel-led campaign delivery to customer-first, adaptive marketing — delivering more relevant, personalised customer experiences that drive stronger engagement and improved customer value and outcomes.

Today · three tribes, three siloed stacks
Brief
Data
Creative
Measure
Tribe A
Own process
Own data
Own tooling
Own reports
Tribe B
Own process
Own data
Own tooling
Own reports
Tribe C
Own process
Own data
Own tooling
Own reports

Same capabilities, duplicated across tribes — inconsistent measurement, lost learnings.

3× duplicated tooling
3 isolated measurement loops
0 shared learnings
03 Our approach

Lean squad. Frequent, early value.

We will take an iterative approach that focuses on the frequent and early release of value. A lean squad will be established to build the Agentic Marketing Workbench and scale to 8–10 production agents over 12 months.

To achieve this, the following principles will be at the core of our approach:

  • Early value release — rapid build, test and deployment of agents, moving from idea to production
  • Measurable impact — all agents will be defined with clear OKRs, deliver impact from the outset and be continuously optimised based on real usage
  • Governance and controls — we will establish robust agentic governance to ensure control, transparency, and trust
  • Scalability — built to enable future enterprise-wide adoption, with flexibility to scale usage and investment over time
12‑month delivery plan Sprint waves · continuous release
Lean squad
Q12agents
Q24agents
Q37agents
Q4 8–10 in production

Future state

The future Marketing
Workbench.

A single marketing workbench where intelligent agents power end-to-end campaign delivery — enabling connected, personalised customer experiences at speed and scale.

01

A single, unified marketing workspace

A shared interface where Tribes and Squads can orchestrate campaigns end-to-end across marketing workflows.

02

Network of AI agents

Working across marketing activities and tasks — from briefing and planning, through to creative development, activation, and optimisation.

03

Connected data and platforms

Integrated with existing systems (such as NBA, CRM) to enable real-time, adaptive, and insight-led marketing.

Customer communications, powered by the Agentic Workbench

Marketing touchpoints seamlessly orchestrated and delivered through simplified, unified and intelligent marketing operations

The Agentic Marketing Workbench
1 Experience Layer
User Dashboard Native App UI Integration(DAM, Workflow, etc.) GenAI Conversational Interface Review & Approvals
2 Orchestration Layer
Project & Campaign Management Context Sharing Intelligent Agent Selection Traceability & Audit
3 Agent Layer
Briefing Agent Synthetic Persona Agent Brand & Compliance Agent Production Planner Agent Personalisation Agent Ideation & Strategy Agent Creative Concepting Agent Copywriter Agent Campaign Optimisation Agent Customer Insight Agent
Powered by data and intelligence, connected to the existing ecosystem

Illustrative / potential agents

Unlocking value

Unlocking value through the Agentic Workbench.

Empowering marketers to move at speed and scale through agent-powered campaign orchestration — freeing up capacity to reinvest in innovation, creativity and customer experience enhancements.

This enables a shift from:

—
reduction in time spent
navigating tools
From Fragmented tooling and resulting multiple interfaces
To A single, unified marketing workbench and interface
—
reduction in campaign
launch times
From Inefficient and manual campaign workflows, involving multiple Squads / Tribes
To Standardised and streamlined agent-assisted campaign workflows
—
reduction in briefing
& approval times
From Multiple briefs, inconsistent quality, and manual feedback loops across email and meetings
To Structured, high-quality briefs with automated review and faster sign-off
—
improvement in
campaign performance
From Measurement and insights inconsistently applied, with limited reuse of learnings across campaigns
To Data-driven decisions enabled across campaign stages, and holistic view of campaign performance across channels
—
reduction in content
adaptation effort
From Creative adaptation efforts duplicated across channels
To Streamlined and scalable content adaptation
—
uplift in customer
engagement
From Personalisation applied selectively to campaigns
To Accelerated personalisation roadmap, consistently embedded through agent-led execution

A day in the life of a Base Manager

A day in the life of a Base Manager,
powered by agents.

Example agents that could be built across the E2E marketing value chain for Base Managers.

Synthetic Persona Ideation & Strategy Creative Concepting
Brand & Compliance Copywriter

Briefing Agent

Generates and refines campaign briefs.

Guides and prompts as briefs are created, providing test scenario suggestions and adding clarity to requirements.

Output Structured brief ready for review

Simulation Agent

Models predicted impact of campaign changes.

Helps Base Managers understand the impact of planned changes through learnings from previous campaign performance and data.

Output Predicted lift & confidence interval

Review Agent

Automates early reviews and feedback.

Provides first review against Brand, Legal, Compliance and Partnerships guidelines to support expedited approvals.

Output Pre-cleared assets & flagged exceptions

Creative Agent

Supports creative personalisation at scale.

Supports large-scale personalisation in creatives, automatically adjusting different creative output format requirements.

Output Personalised variants across formats
Production Planner Personalisation
Customer Insight Offer Optimisation

The four launch agents sit inside a wider, connected workbench — extensible to many more on the roadmap.

12-month roadmap

Frequent, iterative releases that compound value.

Four phases using an agile framework, delivering 8–10+ production agents fully operational in the workbench.

Q1 · M1–M3
01

Establish
foundations

Set up the platform, build and launch the first agents in prototype.

  • Platform deployment on BT GCP
  • Gemini model integration & testing
  • First 2–3 agents in prototype
  • Governance defined & established
Q2 · M4–M6
02

Deliver value
with agents

First agents launched in production; continuous build of subsequent agents.

  • First 2–3 agents live in production
  • Daily use & feedback-driven iteration
  • Next wave in development
  • Usage analytics & impact tracking
Q3 · M7–M9
03

Scale agent
offerings

Workbench expands with cross-agent workflows, driving measurable ROI.

  • Workbench expands to 5–6 agents
  • Cross-agent workflows enabled
  • Advanced automation deployed
  • ROI data collected & reported
Q4 · M10–M12
04

Increase
capability maturity

Fully operationalise the workbench; embed continuous optimisation across teams.

  • 8–10+ agents operational & optimised
  • Self-improving feedback loops
  • Expansion roadmap for new teams
  • Knowledge transfer & documentation

Resourcing model

A lean Accelerator squad — built to deliver.

A focused core squad sets up the workbench and delivers initial use cases at pace, embedded with an extended team of BT Group SMEs who shape direction and unblock decisions.

Core delivery squad
Workbench Enablement Manager Leads E2E delivery, governance & adoption
Marketing Use Case SME Defines workflows, OKRs & agent backlog
Workbench Solution Architect E2E architecture, integrations & deployment
Lyzr Enablement Manager Platform setup & developer management
Lyzr Agent Developers Build, test & optimise agents; prompts & orchestration
Extended team · BT Group

Embedded sponsors & SMEs — shaping direction, unblocking decisions.

Project Sponsor Neil Hodgetts · Base Management Director
Project Coach Paul McVicar · Data Science & AI Director
Enterprise Architect SME Jo Lung · Principal Architect
Data Science SME Ben Turner · Data Science Principal
Channel Marketing Reps Brand, Demgen, Base & Digital
Legal, Regs & Compliance Review requirements & policy validation

Why us

Proven partners. Poised to deliver.

Accenture and Lyzr bring a partnership already tested inside EE — with a track record of embedding AI into real production environments.

Why Accenture

  • We know you — a proven track record of embedding AI at EE, including the merchandising story and SDLR AI.
  • We do this elsewhere — perfectly poised to now do this for you.
  • Strong, in-flight partnership with Lyzr — bringing specialist agentic capability alongside consulting rigour.

Why Lyzr

  • Purpose-built agentic platform — rapid prototype-to-production cycles for measurable impact from day one.
  • Flat, predictable economics — 3¢ per agent run, supporting consumption-based spend control.
  • Deploys natively in BT's GCP environment — zero data egress, Gemini-compatible, enterprise-ready.

Next step

See it. Live.

Book a 45-minute working session with the Accelerator team to walk through the live Agentic Marketing Workbench demo.

Book the live demo → Download the proposal PDF
Sponsor
Neil Hodgetts
Base Management Director, EE
Project coach
Paul McVicar
Data Science & AI Director, EE
Accelerator lead
Accenture Enablement
Agentic Workbench Accelerator