About Jamie DeAngelis
Jamie DeAngelis is Head of Brand Strategy and Content at BRINK Interactive, where she leads the charge in crafting transformative brand strategies and positioning solutions. Her approach blends brand identity with customer experience, using digital innovation to drive business impact and create intelligent, personalized interactions. As the architect and leader of BRINK’s Generative AI Center of Excellence, Jamie facilitates a multidisciplinary approach to AI innovation, blending creative and strategic vision with advanced AI engineering to help businesses unlock AI’s potential.
Generative AI is everywhere — popping up in boardrooms, creative meetings, and on just about every business strategy slide. It’s rapidly evolving into a general-purpose technology. But like any transformative technology, the decision to use it should always start with business value — whether that means solving a real challenge or creating a new opportunity that delivers measurable impact. AI isn’t here to replace business strategy, planning, or your team’s expertise. But in a world where most companies need to scale without the luxury of big budgets or extended timelines, AI offers an immediate advantage through its speed, scalability, and ability to produce production-ready outputs. At BRINK, our Generative AI Center of Excellence (CoE) is proving this every day — helping our teams and clients achieve an average of 50% gains in efficiency and throughput, while also transforming customer experiences with quicker, more personalized solutions. This means faster results, fewer repetitive tasks, and more time to focus on high-impact, strategic work that drives measurable outcomes.
As generative AI reshapes industries, businesses need more than technology — they need a strategic partner who can help them navigate this evolving landscape. That’s why BRINK created the Generative AI Center of Excellence (CoE), combining advanced engineering with creative strategy to deliver impactful, business-driven solutions.
To dive deeper into the vision behind this initiative, we sat down with Jamie DeAngelis, Head of Brand Strategy and Content at BRINK and the architect and leader of the Generative AI CoE.
Why did BRINK decide to establish a Generative AI Center of Excellence (CoE)?
What do you see as the most significant benefit of a multidisciplinary perspective in generative AI projects?
Without this collaboration, you risk developing solutions that are technically impressive but fail to resonate with users or achieve the intended impact. That’s why our CoE includes members from every discipline across the agency, ensuring that diverse perspectives and expertise inform every project and drive truly innovative outcomes. And beyond just innovation, our structured approach ensures that AI is implemented strategically — not just for the sake of adopting AI, but to solve the right problems and drive business impact.
Can you share an example of how this multidisciplinary approach has played out in a real project?
Content and CX strategists also designed a rigorous output testing rubric and methodology, evaluated the results, and collaborated with engineers to refine the AI model for optimal outputs. This project exemplifies how generative AI solutions require diverse expertise to ensure the technology is not only functional but also impactful, effectively addressing both business objectives and user needs.
How does the Generative AI CoE help BRINK’s clients specifically?
With the CoE, clients don’t just get a technology solution; they get a strategic partner who understands their goals, their industry, and how to deliver measurable outcomes using AI. Whether it’s streamlining operations, enhancing customer experiences, or creating entirely new revenue streams, our multidisciplinary team is there to help them unlock possibilities they may not have even considered. And because we continuously experiment with AI in our internal R&D efforts, clients benefit from the latest AI advancements without taking on the risk themselves.
Generative AI is transforming industries and businesses — but how is it impacting the roles and skill sets within BRINK’s own team? How are you adapting to these changes?
One of the ways the Generative AI CoE supports these shifts in skills is by bringing together team members from various disciplines to collaborate and learn from one another. For example, content strategists collaborate with AI engineers to gain the technical understanding necessary for preparing unstructured data and designing effective prompt engineering solutions. This cross-disciplinary interaction ensures that every team member has the tools and knowledge to apply their expertise effectively in generative AI programs.
Looking ahead, how do you see BRINK’s Generative AI CoE evolving?
Ready to innovate with AI?
BRINK’s Generative AI Center of Excellence combines strategy, technology, and creativity to deliver smarter, customized solutions that drive business impact.