Global Technology Provider: Domo AI Enablement
As data volumes have grown rapidly and expectations for faster insight have increased, a global technology powerhouse needed to take its Domo reporting platform beyond static dashboards and into intelligent, AI-enabled insights. The ambition was clear: make marketing data easier to understand, faster to interrogate, and more valuable to the people relying on it for strategic decisions.
From Data Reporting to Intelligent Insights
To establish Domo as a trusted single source of truth across the organisation, the team needed more than reports filled with filterable data. Executives required clear, consumable narratives delivered directly to them, while users needed the ability to ask follow-up questions, compare performance and understand the story behind the numbers. CRMT Digital helped address these challenges by enhancing Domo’s native AI capabilities and creating a reusable roadmap that would support future AI enablement requests across the business.
Key Challenges
- No established path to success for providing AI enablement in Domo
- Clunky and low-capability general chatbot that does not understand company contexts
- Reports providing a lot of filterable data, but analysis is left up to the user
- Email generated reports are manual, time consuming and require analysis by the recipient
- Data sets were not structured in an AI-first way and needed preparing for ingestion.
The Result
- Teams now have a roadmap to follow to make business cases and project plans for Domo enhancement
- General chatbot now understands context-specific nuances, reflecting company terminology and common requirements, and supports follow-up questions
- AI-augmented dashboard generates dynamic data interpretations in a conversational tone. Narratives adapt to user-initiated data changes such as asking follow-up questions, drilling down, or requesting comparisons
- Executive summary email provides analysis, added visual Domo-generated charts and recommendations
- Reusable and updateable AI solutions that can scale across the business.
The Challenge: Increasing data complexity, limited analytical resource
As the organisation faced a pivotal moment – accelerating data complexity and growing expectations for real-time insight- its existing Domo setup needed to evolve from traditional dashboards into a smarter, AI enhanced intelligence layer. It required a way to streamline insight delivery, automate interpretation and scale operational knowledge, yet had no unified roadmap to guide AI development, no intelligent conversational interface for users, and no repeatable method for embedding AI across dashboards.
CRMT Digital was engaged to design and implement a foundational AI enablement programme within Domo, starting with a reusable AI roadmap capable of being applied to multiple use cases. This included transforming an existing structured knowledge base into an AI driven operational assistant, upgrading static dashboards into interactive, narrative-powered intelligence tools, and enhancing executive summary emails with AI generated insights and visual elements. Each deliverable also served as a test case to validate the roadmap and ensure future scalability.
Ultimately, the project aimed to shift Domo from a reporting environment into a strategic decision support platform where insights are delivered faster, more accurately, and with far less dependency on human interpretation.
CRMT Digital knows that AI‑powered data analysis unlocks a fundamentally new way of working with insight – one that moves beyond retrospective reporting into proactive, contextual decision support.
CRMT’s work with this organisation demonstrates how AI can act as an intelligent layer across the entire analytics lifecycle: understanding business‑specific language, interpreting complex data structures and dynamically translating performance signals into clear, conversational narratives.
By embedding AI directly into dashboards, workflows and executive communications, CRMT explored how insight can adapt in real time to user questions, comparisons and changes in focus – not just answering what is happening but actively supporting why it matters and what to do next.
This exploratory approach positions AI not as a bolt‑on feature, but as a scalable, reusable capability that amplifies human decision‑making, reduces dependency on specialist analysts, and reimagines how organisations interact with data at every level.
The Solution: Enabling scalable AI-driven marketing intelligence in Domo
CRMT Digital designed and delivered an end-to-end AI enablement program for the organisation, combining strategic consultation, technical implementation and a collaborative partnership model.
Design of a reusable AI roadmap defined the phases, methodologies and governance required to successfully deploy AI features within Domo. This framework included alignment on objectives, success measures, user stories, data requirements, prompt criteria, testing thresholds and approval workflows, ensuring every future AI initiative would follow a consistent, scalable process.
The project was delivered in close partnership with the organisation’s Reporting and Analytics team, involving structured stakeholder engagement across project owners, business requirements, data owners and CRMT’s delivery team. Regular communication, shared documentation repositories, discovery sessions, and iterative reviews ensured clarity and alignment at every stage. CRMT and the internal teams collaboratively validated datasets, refined prompt libraries, tested narratives and agreed deployment steps, maintaining a transparent and efficient workflow.
Implementation progressed through well-defined phases: discovery and solution design, data preparation and cleansing, Domo AI enablement, narrative and dashboard development, email report automation, and chatbot UX and technical build.
As the project evolved, new challenges emerged, such as adapting components for multiple datasets, UI requirements updates and recalibration of AI prompts. CRMT addressed these through rapid iteration, collaborative problem solving, refining prompt criteria, cleansing data to fix structural issues, and enhancing metadata for AI searchability.
The results were dynamic and context aware AI-driven narratives for dashboards and email reports, automated email reporting that delivered the heart of the analytical data with clear language and graphs, and the chatbot provided operational guidance aligned to the organisation’s internal processes. Collectively, these improved user experience and comprehension, increased automation, and provided a reusable AI roadmap for future projects.
CRMT executed four interconnected deliverables:
1
Reusable AI adoption blueprint
2
AI-powered chatbot
3
AI augmented dashboard & analysis
4
Automated executive summary emails
Key achievements
The AI enablement initiative delivered a step change in the organisation’s marketing intelligence capabilities, transforming Domo from a reporting platform into a proactive decision support engine.
By introducing automated narrative insights, an intelligent operational chatbot, and AI enhanced executive reporting, CRMT Digital significantly reduced the manual effort previously required to interpret data and create user ready outputs. This shift unlocks faster, more consistent insight delivery, empowering the organisation’s teams to act on trends and performance indicators with greater speed and confidence.
Beyond efficiency, the project created lasting business value by establishing a scalable AI roadmap that the organisation can now reuse across future initiatives. As AI features are rolled out and refined, user adoption should accelerate, dashboards will become more interactive, and marketing teams will gain clearer visibility of performance.
The combination of automated insight generation, improved data accessibility, and streamlined reporting cycles will strengthen operational alignment and pave the way to make data driven decision-making accessible to Domo users across the organisation.
Team Efficiency
20% reduction the need for team resources to surface key business information.
Productivity
Making key real-time data and insights available to key leadership instantly led to a 39% increase in productivity.
Scalability
AI chatbot that is tailored to the multiple stakeholders, understands their business globally. Solves the famous C–Suite question “tell me more about this?”
The Future
AI model alignment and user group testing will be the next area of focus to further refine team specific nuances at a deeper level. Following an initial test run, the solutions will be rolled out to the wider organisation. CRMT Digital’s handover process ensures that internal Domo admins will be able to take on any tweaks to the models, prompts or design elements required and testing can scale.
Further work will take place on AI-enabling Domo data sets, with the ambition to make Domo AI solutions scalable and recursive across teams within the business, minimising the number of people that are needed to maintain the solutions while making top-level marketing intelligence available to all parts of the business.
