The Client
En2End is a specialist sports activation and audience engagement agency operating across the UK sports and stadia landscape. Their work combines two complementary strands: delivering experiential and hybrid events, and managing the operational and administrative heavy lifting behind hospitality programmes for major sponsors.
This includes supporting brands such as AXA with their hospitality inventory at iconic venues like Anfield ensuring sponsor guests have a seamless, well-run experience. It's detailed, time-sensitive work that demands accuracy, consistency and strong internal processes within a lean team.
The Challenge
Like many agencies navigating rapid AI adoption, En2End's team had already started using AI tools. Some were on free accounts, others on paid plans and everyone was experimenting slightly differently.
There was clear enthusiasm, but no shared framework. Confidence levels varied, outputs were inconsistent and there was a desire to formalise best practice and ensure responsible business use with AI.
En2End didn't want a generic introduction to AI. They wanted practical guidance that would:
- Bring the whole team up to the same level
- Improve consistency and quality of outputs
- Put sensible guardrails in place
- Help a small agency realise genuine productivity gains
Crucially, they wanted this delivered by someone who understood sports marketing, hospitality programmes and agency life.
The Approach - clarity first, capability second
Raccoon & Bear began with an AI audit and amnesty, now a core part of their AI training approach for agencies and creative businesses in sport.
Ahead of the first session, the En2End team completed a short questionnaire covering:
- Which AI tools they were using
- Whether those tools were free, paid or business accounts
- Individual confidence levels
- Current and intended use cases
This allowed the training to be pitched accurately and surfaced potential risks around the use of free tools.
As part of best practice guidance, En2End was advised to:
- Move to ChatGPT Business as a company
- Allocate individual business accounts to staff
- Set clear internal rules for AI usage
This created immediate clarity and confidence at leadership level.
The training: practical, relevant and applied
Training was delivered remotely over Zoom to the Manchester-based team and split into two 90-minute sessions, making the content digestible and familiar in pace.
Session one: AI essentials focused on:
- Setting up ChatGPT correctly for business use
- Structuring work using Projects
- Prompting best practice using Raccoon & Bear’s POWER framework
- Image prompting with the SCENE framework
- Establishing good AI housekeeping habits
Theory was kept tight and followed immediately by hands-on application so ideas landed in practice, not just in principle.
Session two: custom GPTs showed the team how to build AI tools tailored to repetitive tasks and workflows.
For En2End, this shifted AI from a general assistant to a structured workflow-support tool embedded into day-to-day operations.
As one team member put it, creating a custom GPT felt “like creating a new member of staff.”.
The results: confidence, consistency and momentum
Early feedback from En2End has been very positive.
Founder and Managing Director Claire shared:
“The team found the sessions genuinely useful and it’s definitely given them a clearer framework and confidence around how to use AI more practically. That foundation piece was exactly what we needed.”
Immediate benefits included:
- A shared understanding of how AI should be used across the business
- Greater confidence across the team
- More consistent outputs
- Clear guardrails around tools and data
- Renewed momentum around where AI could add value
