Client story Freestar Speeds Up Sales Leads 60X With Gemini Enterprise

Tackling the fast-moving AdTech industry

Freestar, an AdTech industry leader, constantly tackles the challenge of a fast-moving, fragmented sector to give its publisher customers the best possible service. To maintain their white-glove treatment for publishers, Freestar relies on a high level of human interaction and effort. This approach meant that finding key information across many different systems and data sources became a significant bottleneck, costing the company valuable time and slowing its ability to serve customers quickly. Recognizing the need to make their team more productive and agile, Freestar turned to Google Cloud’s powerful AI technology, Gemini Enterprise, and the deep AI know-how of Insight for a solution.

The challenge

Freestar’s mission is to deal with the complexity of the AdTech industry so its publishers don’t have to. However, the AdTech world is fragmented, involving dozens of data systems, ad servers, and measurement partners.

This complexity created two core challenges for Freestar’s employees:

• Fragmented information and lost time: Employees previously had to navigate multiple fragmented systems to complete complex business processes. This constant switching between platforms not only drained productivity but also posed a significant operational risk, reducing overall efficiency. “For certain use cases, searching for an answer to a detailed inquiry required extensive effort to unearth the right information — sometimes taking days,” says Humberto Somensi, VP of Architecture at Freestar.
• Inefficient workflows: Without a way to connect all their systems, essential tasks, like enriching sales leads with data from multiple sources, became a lengthy, time-consuming process. This inability to integrate critical data sources, such as Google Workspace, Confluence, and Jira, complicated internal knowledge sharing and slowed critical business operations. “Having close to 200 staff constantly searching across different platforms wasted a lot of time across the organization,” says Josh Nicholls, Associate Director of Operations at Freestar.

The solution

Freestar sought a solution that would easily integrate with their existing Google Cloud environment and offer powerful, secure AI capabilities. They chose Google Cloud’s Gemini Enterprise, backed by Insight’s deep AI know-how and change management best practices, for its potential to centralize access to information and boost employee productivity.

Securing and unifying the platform

Freestar found that Gemini Enterprise was the logical choice for their information integration needs because it can scale with their growth and offers powerful security. Gemini Enterprise’s most powerful feature is its ability to give Large Language Model (LLM) access to Freestar’s private context while respecting the existing security permissions of the underlying systems. Security is the most important design factor that Gemini Enterprise put in place.

“The security of Gemini Enterprise is an absolute must-have for us, and it’s extremely simple to set up,” says Somensi.

Freestar confirmed this capability during testing. “The first thing our People Ops leader tried to do with Gemini Enterprise was to break the permissions, and she failed every time she tried,” says Nicholls. “Several engineers also tried, and they couldn’t access anything they weren’t meant to.”

Deploying faster with Insight

Insight’s structured project plan and clear communication helped Freestar move quickly from talking about the solution to testing it. The Insight team gave Freestar a delivery manager and a technical manager, covering both strategic and technical needs.

The first phase focused on connecting the highest-value data sources of Google Workspace, Confluence, and Jira because that’s where most of Freestar’s documentation and data live. This created the foundation for a unified, intelligent search experience, using Gemini Enterprise on top of their own data.

“We felt like we were immersed in the whole development of Gemini Enterprise,” says Nicholls. “Gemini Enterprise is totally revolutionary and ever-changing with new enhancements, features, connectors, and more, helping us find new use cases almost every day.”

The outcomes

Freestar quickly saw significant, measurable returns from its Gemini Enterprise deployment. The solution not only found the relevant documents but also summarized and condensed information, reducing cognitive load for employees and saving significant time.

Quantifiable benefits

The biggest success metric for Freestar was time saved:

• 60X faster sales lead enrichment: Using Gemini Enterprise and the Agent Development Kit (ADK), Freestar created agents that cut the sales lead enrichment process, which gathers data from multiple places, from two hours per lead down to just two minutes.
• Hours of research saved instantly: An engineer using Gemini Enterprise found an important answer instantly, whereas he had estimated it would have taken three hours to search and read through technical documentation and entries in Confluence and Jira for the answer.
• Daily time savings: The Customer Success Management (CSM) team saw significant benefits from having Gemini Enterprise create a morning briefing. This feature combs through their inboxes and checks what needs attention, saving each team member up to 45 minutes a day.

“Teams have reported saving hours a day, which is fantastic,” says Nicholls. “If that’s what we’re getting at the very beginning of the Gemini Enterprise journey, it will be amazing to see where we are at the middle and the end.”

Qualitative improvements

Empowering knowledge workers: Gemini Enterprise gives Freestar’s people a superpower by letting them find answers quickly and having the LLM condense the information. This allows the team to be more agile and make quicker, better decisions by providing a broader scope of information instantly.

• Better service for publishers: By helping employees work more productively, Freestar improves the service it offers its publishers. This focus on efficiency and better outcomes aligns with Freestar’s goal of delighting customers in every interaction.
• A step toward a single source of truth: Gemini Enterprise helps Freestar work toward its goal of a single source of truth across all its documentation.
• Simpler workflows: For a company with a sea of documentation, having a single place to search is powerful, but having AI curate a single answer from all those different information sources is a true game-changer.

“Gemini Enterprise involves a mindset shift for people,” says Nicholls. “Rather than going to many different places and searching for answers, Gemini Enterprise changed the way we look for answers by aggregating and synthesizing information in one interface.”

Future outlook

Freestar views Gemini Enterprise as a foundational tool that will completely change the way people work. They are already moving forward with new strategic rollouts:

Focus on AI agents: Freestar’s main focus is on building and deploying more ADK-based agents to supercharge their teams, especially for client configuration work.

More connectors for full unification: Freestar is actively working to integrate more data connectors to fully link all its platforms. “Getting all our information into one secure place will be truly revolutionary for productivity,” says Somensi.

Human-centric approach: Freestar’s approach is designed for humans. They use AI to augment what people can do, not automate people out of work. “The goal is to move people away from undifferentiated heavy lifting like clicking around and reading dense documents so they can focus on core business problems,” says Somensi.