Finding the Human Story in AI
When GreenRoad built its AI assistant for fleet safety leaders, the power was undeniable. Capable of processing years of driving data and surfacing insights in seconds, AskMila was an industry first.
But raw capability isn’t a story.
We partnered with leadership to uncover what this platform truly meant and discovered their customer’s real limitation was not data scope, but human bandwidth. They had the data, but not the time or capacity to interpret it at speed.
So we shifted the story from what the AI could do to what it gave back – time. AskMila removes the lag between knowing and doing. By anchoring the message around that value, the company could communicate its innovation with clarity and confidence, inside and out.
“Our job was to make the technology feel less like algorithms and more like a decision made faster, by a human who finally has time to think.”
Rachel Linnewiel, Head of Copy, TEC
“Working with TEC gave us the clarity we needed to unify our products within a cohesive GreenRoad identity. That strategic foundation ensured our launch into a seamless continuation of the GreenRoad story – one that the market immediately understood.”
Noa Yitzhak, Head of Marketing, Greenroad
