How Sherweb scaled AI adoption with Superside Consulting
THE CUSTOMER
Empowering IT resellers through scalable cloud solutions
Sherweb is a leading cloud solutions provider with 750+ employees serving the IT industry across North America and beyond. The company enables IT consulting firms to resell cloud-based products and services to their clients—businesses and organizations of all industries and sizes.
THE CHALLENGE
In early 2024, JP Mercier, Marketing Director at Sherweb, had a tall order: Increase his team’s creative output by 50%. No extra hands. No compromise on quality. Just more—faster. So, Mercier knew his team needed to get serious about AI.
As he explained:
I was given an objective for the team to improve output by 50%. There were three ways to do that: Outsource, improve processes or leverage generative AI.
While the organization had started experimenting with AI tools, usage was fragmented:
- A few early adopters were using AI extensively, but sometimes in ways that weren't aligned with corporate policy or brand standards.
- Many team members were skeptical of AI, concerned about job security or doubting its creative quality.
- There was no unified strategy or approved toolkit—leading to inconsistent results and risk exposure.
Without a clear roadmap, Sherweb risked missing a key opportunity to drive efficiency and foster innovation through AI. That’s when they brought in Superside's AI Consulting team.
We wanted to make sure that we do it in a way that makes sense. A lot of people were not convinced by AI—either they felt threatened by it or thought it couldn’t match their creative quality.
THE SOLUTION
Sherweb partnered with Superside Consulting to implement a scalable, responsible AI enablement program tailored to the company’s unique needs.
Phase 1: AI diagnostic & impact estimation
Superside Consulting’s first move wasn’t to teach. It was to listen. They conducted an in-depth diagnostic involving in-depth interviews and tailored surveys with 30+ stakeholders across Sherweb’s marketing and creative functions.
Key deliverables included:
- Detailed mapping of current AI usage, gaps and readiness by team
- Identification of key pain points and high-impact opportunities across workflows (content writing, translation, creative production)
- Quantitative analysis of potential time savings and output improvements by task
- Insights into team sentiment, AI fears and change readiness
Mercier shared that the results exceeded his expectations. He was anticipating a high-level summary, but Superside Consulting delivered a deep analysis that helped Mercier "sell AI internally and justify investments in tools and training."
That clarity changed everything. Not just for the team—but for leadership. With real data and insights, Mercier could now advocate for smarter tools, targeted training and better policies.
Superside helped us create a solid foundation for responsible AI use in our creative team. The diagnostic gave me the ammunition to drive adoption internally and align leadership. Without it, we might have slowed down our AI journey—now we’re building on that momentum.
Phase 2: Turn champions into catalysts
Superside Consulting helped Sherweb identify and train a group of internal AI champions by creating an AI enablement program for a selected group. These were the early adopters and team leaders who could model responsible, high-impact AI usage.
The program included:
- Structuring Sherweb’s responsible AI guidelines
- Curating a standardized toolkit of AI tools, tailored to Sherweb’s technology ecosystem
- Helping Sherweb define upskilling priorities and lay the groundwork for a broader AI champions program
Superside tailored everything to what we already had. The sessions were very valuable to put the right framework around AI within the company.
Phase 3: Give the team a framework and freedom
The next step was scale.
Superside Consulting delivered:
- A hands-on, 4-week upskilling program on prompting, ideation, image generation and workflow optimization
- Live project coaching to drive adoption and momentum
- Clear governance and guidelines to ensure responsible use of AI within brand standards
Now everyone knows what they can do and can use. We democratized AI within the team—but with the right framework.
Laying the foundation for scalable AI-driven creativity
While it’s early days for quantifying exact gains, Superside Consulting helped Sherweb set up clearer frameworks and clarity around AI usage within the company, including:
- Prioritization of 6 AI tools for creative workflows
- 10+ hours of guided training and coaching
- Clear AI policies and team-wide understanding
- A cultural shift toward experimentation and innovation
AI is not just about productivity, but also creativity and exploring other ideas. We've had projects where we had to spin up concepts and it was obviously way faster with AI.
AI is now embedded across everyday workflows, leading to:
- Faster concept sketching with AI-generated design ideas
- Significant productivity gains in translation
- First drafts of eBooks and articles generated via AI for quicker iteration
We’re using AI for things like translations and first drafts. We’ve also experimented with Illustrator’s vector features—and it’s giving us outputs that match our brand style.
Building a faster, smarter, more creative marketing engine with AI
Sherweb isn’t done. The focus now is on sharing learnings, spreading adoption and growing internal AI champions into a company-wide movement. Mercier shared that a lot more people are experimenting with AI and bringing ideas to the table, which wasn't the case before.
And the perception of the broader team has shifted, too.
In the past year, we've shifted the perception of the team and its output. Generative AI helped us accelerate and improve our delivery to keep up with the company's demands.
With Superside Consulting’s support and a strong internal foundation, Sherweb isn’t just adopting AI, they’re redefining what their creative team is capable of.
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