The Celtic Group, a global leader in industries ranging from logistics to film production, has revolutionized its operations by implementing cutting-edge artificial intelligence (AI) solutions.
Recognizing the potential of AI technology to centralize resources, automate processes, and empower employees with user-friendly tools, The Celtic Group turned to General Informatics.
Project Highlights
- Streamlined onboarding and improved employee confidence in navigating company systems.
- Improved efficiency by eliminating time-consuming internal inquiries.
- Enhanced synergy across remote teams and divisions through SharePoint.
- Increased employee satisfaction with intuitive, user-friendly platform.
- Continual improvement with the support of General Informatics.
Addressing Challenges in a Diversified Organization
The Celtic Group, originally founded as a shipping logistics company, has evolved into a dynamic organization with operations across maritime logistics, real estate, and film production.
This diverse portfolio across multiple industries revealed significant opportunities for collaboration and alignment between its business divisions, highlighting the need for efficient cross-divisional connectivity and communication. Employees within one department often lacked visibility into the operations of other branches, further emphasizing the importance of establishing better transparency and communication channels.
Recognizing the potential of AI, the company sought to enhance its existing systems by integrating innovative solutions that would drive their operational efficiency to the next level. With a desire to execute a meaningful technological transformation, they sought a partner who could bring both strategic vision and extensive industry expertise to the table. This deliberate and proactive approach laid the foundation for even greater success across their varied operations.
Our work with The Celtic Group was truly a team effort. Right from the start, they brought ideas to the table, like using Captain Bob as the AI persona, which was such a creative touch and really brought the project to life. Their feedback was incredible too – it helped us fine tune the AI to tackle really specific maritime terms and meet their needs. Regular communication, timely feedback, and a collaborative mindset were key to the project’s success, showing how strong partnerships can drive real innovation."
CEO & President, General Informatics
Creating a Unified AI Strategy
The Celtic Group needed a partner with deep expertise, particularly in the maritime domain, to develop a solution tailored to their unique business challenges. General Informatics, with its extensive background in maritime operations and reputation for creating customized AI solutions, was the perfect fit.
The partnership began with the development of “Captain Bob,” a custom AI-powered chatbot expertly trained in The Celtic Group’s policies, procedures and nuances of the maritime industry.
“Captain Bob” was named after The Celtic Group’s retired CFO and President, who has a significant legacy within the organization. This advanced AI chatbot was designed to serve employees across all divisions by providing instant access to an array of information, from company policies to industry-specific terminology.
Captain Bob has quickly become an essential tool for The Celtic Group. Employees now use the AI chatbot to access detailed maritime industry knowledge, definitions, vendor details and other market-specific information. Not only does Captain Bob provide unparalleled maritime expertise, but the chatbot also serves as The Celtic Group resource hub, providing employees with quick access to policies, procedures, handbooks, and other key resources.
To build on this foundation, General Informatics implemented SharePoint as a centralized hub to integrate AI tools like Captain Bob while promoting internal collaboration and transparency.
With features such as direct links to training content, how-to videos, and HR systems such as payroll and health benefits, SharePoint ensures that employees across The Celtic Group’s diverse business can easily access essential resources. Over time, the platform has become a one-stop hub for information, fostering a stronger sense of community between on-site and remote employees.
Continuous Improvements for Long-Term Success
To ensure the chatbot met employees’ evolving needs, General Informatics adopted a collaborative and iterative approach to its development. Early feedback from employees highlighted gaps in Captain Bob’s maritime knowledge, prompting the team to enhance the chatbot with specialized data and industry insights. Regular updates and the addition of new resources further refined its capabilities, ensuring it continued to deliver measurable value across the organization.
Enhanced Employee Productivity with Captain Bob
Captain Bob quickly became an integral part of The Celtic Group’s daily operations. The chatbot’s ability to provide instant answers reduced the need for employees to search through emails or manuals, freeing up time for more strategic tasks.
Captain Bob serves as an invaluable resource for employees new to the complex maritime industry. This chatbot offers clear answers to industry-specific questions, explains technical jargon, and provides insights into company policies. By streamlining access to crucial knowledge, Captain Bob helps new hires quickly build expertise and confidence in their roles.
Streamlined Access to Resources
With SharePoint in place, employees could easily locate the tools and information they needed without relying on HR or IT for guidance. Centralized access to resources, combined with training materials, significantly improved efficiency and reduced repetitive inquiries.
Remote employees particularly benefited, as they could collaborate more effectively and participate in organization-wide initiatives, including team contests and projects.
"We’ve established a true central source of truth for our company. SharePoint has changed how we manage documents; there are no more emails going back and forth or maybe sending out an old version – it’s streamlining communication. Employees now have direct access to vital resources all in one place. It’s extremely efficient, especially compared to where we have been, and we’re building it out to be our knowledge resource. Whether it’s our how-to videos, articles or turning to Captain Bob, these tools are becoming an essential resource for every team.”
Chief Financial Officer & Senior Vice President,
The Celtic Group
Improved Collaboration and Communication
The AI-driven platform fostered greater transparency across divisions. Employees in logistics could stay informed about activities in the film studio, and vice versa, fostering a sense of connection and shared purpose. The rotating banners on SharePoint, highlighting employee birthdays, anniversaries, and other milestones, added a personal touch to the platform while boosting morale and engagement.
“The General Informatics team has been incredibly attentive and responsive throughout the entire process. Their communication made all the difference. I was very impressed with how quickly they would respond and adapt to our feedback – it kept everything moving smoothly. The General Informatics team really listened to what we wanted and would share ideas of what they have done that’s been successful. It felt like they were just as invested in making this a success as we were,” – Holly Normand, Director of Sales and Marketing, The Celtic Group.
Unifying Operations with AI-Enhanced Technology
By integrating AI into SharePoint, The Celtic Group advanced its technology strategy to foster inter-divisional collaboration, enhance efficiency and create synergies throughout its operational framework. These tools will build on Captain Bob’s effectiveness in maritime operations to support other divisions within the organization.
