{"id":12360,"date":"2025-05-01T18:40:00","date_gmt":"2025-05-01T18:40:00","guid":{"rendered":"https:\/\/rax-stg-wp-aws.com\/case_study\/luckie-co\/"},"modified":"2026-10-23T18:36:12","modified_gmt":"2026-10-23T18:36:12","slug":"luckie","status":"publish","type":"case_study","link":"https:\/\/rax-prod-wp-aws.com\/de\/case_study\/luckie\/","title":{"rendered":"Luckie & Co."},"content":{"rendered":"

Luckie<\/a> is an insights-led marketing solutions agency that helps challenger brands turn market complexity into a competitive advantage. For more than 70 years, the agency has been building brands and brand experiences that solve real business problems, achieving results that luck can\u2019t explain.<\/p>\n

With offices in Atlanta and Birmingham, Luckie is one of the largest independent marketing agencies in the Southeast. The company specializes in working with companies in healthcare, travel and tourism, consumer packaged goods, and financial services. Its client partners include GlaxoSmithKline, Rivian, Alabama Tourism Department, RaceTrac, Regions Bank, among others.<\/p>\n","protected":false},"excerpt":{"rendered":"

Luckie is an insights-led marketing solutions agency that helps challenger brands turn market complexity into a competitive advantage. For more than 70 years, the agency has been building brands and brand experiences that solve real business problems, achieving results that luck can\u2019t explain. With offices in Atlanta and Birmingham, Luckie is one of the largest […]<\/p>\n","protected":false},"author":2,"featured_media":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"content-type":"","seo_title":"Luckie & Co | Rackspace Technology","seo_description":"This marketing solutions agency tested the potential of generative AI to make its vast, dispersed knowledge base accessible to employees quickly and securely. ","banner_text":"This marketing solutions agency tested the potential of generative AI to make its vast, dispersed knowledge base accessible to employees quickly and securely. ","banner_image":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/1-Banner_1920x920.jpg","banner_cta_link":"","header":"Luckie launches an AI pilot with Amazon Q to streamline knowledge management","customer_overview":"Customer","challenge":"Luckie produces large volumes of data that span three disparate systems. It wanted to test drive Amazon Q Business to see if a chatbot could make information access easier and more efficient for employees. ","outcome":"Luckie\u2019s AI pilot project was a success from start to finish. Rackspace delivered exactly what the firm needed to explore whether generative AI could improve employee access to its information hubs. ","mian_quote":"

\u201cWe had a longstanding partnership with Rackspace so there was already a level of trust when we started our Amazon Q Business generative AI exploration.\u201d<\/p>\r\n","mian_quote_attribution_name":"Mark Unrein","mian_quote_attribution_title":"Chief AI Officer","mian_quote_attribution_company":"Luckie","second_quote":"

\u201cA differentiator for Rackspace is its long-standing strategic partnerships with companies like AWS. This showed us how forward thinking they are and demonstrated their expertise in the AI space.\u201d<\/p>\r\n","second_quote_attribution_name":"Mark Unrein","second_quote_attribution_title":"Chief AI Officer","second_quote_attribution_company":"Luckie","second_quote_attribution_image":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/8-Quote-2-Background_1920x920.jpg","tertiary_quote":"","tertiary_quote_attribution_name":"","tertiary_quote_attribution_title":"","tertiary_quote_attribution_company":"","tertiary_quote_image":"","text_river_1_headline":"Situation","text_river_1_text":"

Luckie has used machine learning since 2015, primarily for business intelligence modeling and analytics. But when chatbots gained traction in 2022 and generative AI took off in 2023, the company saw an opportunity to explore how these technologies could improve its internal operations. The launch of Amazon Q Business by AWS presented a unique moment to test a generative AI use case.<\/p>\r\n\r\n

\u201cWe wanted to understand what these technologies could mean for Luckie \u2014 and for our marketing solutions as a whole,\u201d said Mark Unrein, Chief AI Officer at Luckie. \u201cWe quickly recognized the need to prioritize AI and began looking for impactful use cases.\u201d<\/p>\r\n\r\n

Unrein identified an ideal efficiency use case related to the way Luckie\u2019s internal data was distributed across multiple systems. The company generates large volumes of documentation each day \u2014 from strategic briefs and creative assets to performance reporting \u2014 and in a variety of formats, like Photoshop files, PDFs and PowerPoint decks. Employees often need quick access to the information, but doing so can be challenging because it\u2019s spread across three platforms: Slack, AWS servers and Microsoft\u00ae SharePoint. This can make access to the most up-to-date content somewhat time-consuming.<\/p>\r\n\r\n

\u201cIn my role, I\u2019m focused on helping the organization work more efficiently so our employees can do their jobs faster, easier and better,\u201d said Unrein. \u201cI\u2019m also thinking about the experience our clients have with us and how efficient we are for them. That\u2019s why we wanted to explore the various ways AI can enhance our operations \u2014 starting with access to our vast knowledge base.\u201d<\/p>\r\n\r\n

Luckie did not have the resources or time to tackle the project alone. When the team realized that its current technology partner, Rackspace, who was already supporting its AWS infrastructure, also had deep expertise in generative AI, it chose to team up to launch its first AI pilot using Amazon Q Business.<\/p>\r\n\r\n

\u201cOverall, our mindset was to lean into our curiosity and start piloting and testing these tools,\u201d Unrein added. \u201cWe were excited to find an existing partner that could help us. It gave us a lot of confidence to move forward with Rackspace together.\u201d<\/p>\r\n","text_river_1_image":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/5-Obstacles-they-faced-Thumbnail-Image_600x338.jpg","text_river_1_video":"","text_river_2_headline":"Solution","text_river_2_text":"

The Rackspace team had four main tasks to accomplish for Luckie\u2019s first generative AI project. First, it needed to set up a gateway to connect the company\u2019s Slack application with an Amazon Q chatbot. To maintain data privacy, the team used fabricated test data created specifically for this project \u2014 no production or client data was used. The chatbot was then configured to communicate with the three datasets to pull the information needed to answer employee questions and information requests.<\/p>\r\n\r\n

Next, the team needed to index a subset of the data on the company\u2019s Slack app. Then it needed to integrate the chatbot with the company\u2019s Slack directory to install user authentication and strengthen security. The final step was installing the data into the chatbot.<\/p>\r\n\r\n

The most challenging part of the process was integrating the chatbot with Slack. Instead of the usual user interface for chatbot integration, Luckie wanted its chatbot to integrate with its Slack app. The firm needed the app to talk to Amazon Q Business and pull data and documents from the Slack database. The company\u2019s Slack app contains massive amounts of data that employees need to access on a regular and often remote basis. They also communicate back and forth and regularly share documents with each other over Slack. To make the customized connection, the Rackspace team created a custom widget.<\/p>\r\n\r\n

For the pilot project, Luckie wanted to run a cross-functional test. \u201cWe wanted to test the chatbot across multiple roles and functions, involving both our junior team members and our executives,\u201d said Unrein. \u201cRole and department diversification in the pilot will help us ensure that everyone will benefit from the new AI tool. We also wanted to implement strong security and permissions to ensure that we had full control over who could access our data.<\/p>\r\n\r\n

\u201cEveryone from Rackspace and Amazon was incredibly helpful throughout the project,\u201d noted Unrein. \u201cWhile we have an AWS expert on staff, he was new to the processes involved in this type of implementation. He stayed in close contact with the Rackspace team \u2014 and was over the moon about their work ethic and depth of knowledge.<\/p>\r\n\r\n

\u201cFrom my experience during the Rackspace onboarding process, the team was fantastic \u2014 very buttoned up,\u201d Unrein added. \u201cTheir expertise gave us real confidence. We knew we were headed in the right direction and that our data and privacy needs would be well handled.\u201d<\/p>\r\n","text_river_2_image":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/7-How-we-helped-Thumbnail-Image_600x338.jpg","text_river_2_video":"","text_river_3_headline":"Outcome","text_river_3_text":"

\u201cRackspace gave us the opportunity to test drive Amazon Q Business on a very important use case, and the entire project execution was exceptional,\u201d said Unrein. \u201cFrom the early meetings to the final phase of our use case, the Rackspace team was knowledgeable, professional and efficient with tasks we could not do in-house.<\/p>\r\n\r\n

\u201cWe were speaking the same language from the beginning of the project,\u201d he added. \u201cOur Rackspace team prompted us with key questions like: What are your use cases? Who will you use your chatbot? What do you want to get out of the tool?\u201d<\/p>\r\n\r\n

Unrein added, \u201cTo really make use of AI, you\u2019ve got to first figure out what the utility will be. Rackspace really pushed us to pursue the best possible solution for our needs. I was particularly happy that we could apply AI to our existing platforms and knowledge bases.\u201d<\/p>\r\n\r\n

Now that Luckie has this internal AI use case test under its belt, it\u2019s looking to expand into more use cases. For example, \u201cwe\u2019re thinking about combining our knowledge management solution with a generative AI tool. If we could do that, we could save money because we would no longer need to pay for two services.\u201d<\/p>\r\n\r\n

Looking forward, Unrein is also eyeing the possibility of having the chatbot produce document summaries. This would make it easier for employees to access the information they need to do their jobs.<\/p>\r\n\r\n

Unrein says he\u2019ll measure the success of the firm\u2019s AI use cases against several factors, including the ability of employees to improve the quality of their work and lower the firm\u2019s expenses through greater efficiency.<\/p>\r\n\r\n

\u201cIn the business world, we\u2019re at the point where these tools are going to be so fundamental to the way we work. If you\u2019re not using AI tools, everyone will be asking, \u2018Why not?\u2019\u201d<\/p>\r\n","text_river_3_pull_quote":"","case_study_image":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/9-What-we-achieved-Thumbnail-Image_600x338.jpg","customer_logo":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/4-Customer-Logo_500px.png","case_study_video":"","insights_image":"","og_image":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/2-OpenGraph_1200x630.jpg","twitter_image":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/3-Twitter_Card_1200x600.jpg","rxt_industry":"Media & Entertainment","region":"North America, Global","rxt_platforms":"Amazon Web Services (AWS)","rxt_solutions":"Amazon Q Business, Rackspace Elastic Engineering, Public Cloud, AI","rxt_professional_managed_service":"","business_size":"SMB","bu_categories":"Public Cloud","details_url":"https:\/\/luckie.com\/","teaser_title":"Luckie & Co.","teaser_flag":"Case Study","teaser_read_more":"Learn More","teaser_logo":"\/wp-content\/uploads\/2026\/case_study_images\/luckie\/10-Related-Stories_480x360_1.jpg","related_headline":"","content_type":"case_study","nid":"","drupal_nid":"27546","drupal_path":"\/case-studies\/luckie","related_case_studies":"","tab_items":"General contact case study L2, Contact Tab 2, Combained Contact Us - Careers","view_all_case_studies":"{\"uri\":\"entity:node\\\/23443\",\"title\":\"View all Case Studies\",\"options\":[]}","breadcrumb_top":"{\"uri\":\"entity:node\\\/23443\",\"title\":\"Case Studies\",\"options\":[]}","breadcrumb_title":"Luckie & Co.","display_quote":"1","form_headline":"Let\u2019s Talk Strategy","form_subtext":"

Tell us a little about your challenges and we\u2019ll contact you.<\/p>\r\n","metatag":"","primary_cta_url_target":"","footnotes":""},"categories":[209],"tags":[],"class_list":["post-12360","case_study","type-case_study","status-publish","format-standard","hentry","category-case-study"],"_links":{"self":[{"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/case_study\/12360","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/case_study"}],"about":[{"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/types\/case_study"}],"author":[{"embeddable":true,"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/comments?post=12360"}],"version-history":[{"count":1,"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/case_study\/12360\/revisions"}],"predecessor-version":[{"id":12361,"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/case_study\/12360\/revisions\/12361"}],"wp:attachment":[{"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/media?parent=12360"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/categories?post=12360"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rax-prod-wp-aws.com\/de\/wp-json\/wp\/v2\/tags?post=12360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}