Case Study: How Repurpose is Using AI to Scale and Compete Effectively

Introduction

Repurpose, a sustainability-driven company known for its plant-based, compostable home and kitchen products, has built a strong eco-friendly brand over the past 15 years. Competing in the consumer-goods market against much larger players, Repurpose needed a way to scale its operations efficiently without significantly increasing costs.

By integrating artificial intelligence (AI) into key business functions, the company has successfully automated financial processes, optimised marketing efforts, and streamlined employee reviews. This case study explores how Repurpose has leveraged AI to enhance productivity and stay competitive, while remaining mindful of sustainability challenges associated with AI technology.

Challenges: Competing with Limited Resources

As a 21-person company, Repurpose faces the challenge of competing against well-established brands with significantly larger budgets and resources. To remain agile and cost-effective, the company sought solutions that would enhance efficiency without requiring a major expansion of its workforce.

Traditionally, Repurpose relied on manual processes for finance and administration, including spreadsheets and paper-based transactions. These methods were time-consuming and not scalable. Additionally, as a fully remote organisation, the company needed digital-first solutions that would support seamless operations across different locations.

Solution: AI as an Operational Advantage

To address these challenges, Repurpose began integrating AI-driven tools into its daily operations. The company took a phased approach, starting with small-scale implementations before expanding AI use across multiple business functions.

Marketing and Copywriting Support

Repurpose initially experimented with ChatGPT to assist with marketing content creation. This allowed the team to generate product descriptions, social media content, and customer communications more efficiently, freeing up time for strategic initiatives.

Automating Financial Processes

Recognising the inefficiencies of its manual financial workflows, Repurpose implemented an AI-powered third-party financial platform to streamline billing and vendor payments. This system:

• Prepopulates vendor details and invoice data
• Automates accounts payable tasks
• Eliminates the need for paper-based approvals and signatures
• Enhances efficiency for the four-person finance team, saving an estimated two days per week

By automating these functions, Repurpose has significantly reduced administrative workload while ensuring greater accuracy and compliance in financial management.

Enhancing Employee Reviews

To support a structured performance review process, Repurpose adopted an AI-enabled review platform. This tool provides AI-driven suggestions to help employees articulate feedback more effectively, making performance evaluations more insightful and constructive.

Results: Increased Efficiency and Scalability

The introduction of AI has enabled Repurpose to operate with greater efficiency, reducing the time spent on repetitive tasks and allowing employees to focus on higher-value activities. Key outcomes include:

• A more streamlined finance function, improving accuracy and reducing manual workload
• Improved content creation efficiency, ensuring a consistent and professional brand voice
• Enhanced employee review processes, fostering a more structured and productive work culture

Balancing AI Innovation with Sustainability Goals

As a company committed to sustainability, Repurpose is aware of the energy-intensive nature of AI technologies. AI-powered tools require significant computing power, which raises concerns about environmental impact. To address this, Repurpose takes a selective approach to AI adoption, ensuring that each tool delivers clear value in terms of efficiency and scalability.

CEO Lauren Gropper emphasises the importance of balancing innovation with responsibility: "We need AI to function and scale, but we are also educating ourselves about its impact. It's about finding the right balance—leveraging the benefits while being conscious of the broader implications."

Lessons for Other Small Businesses

For small and medium-sized businesses looking to implement AI, Repurpose's approach offers several key takeaways:

• Start Small and Scale Gradually: Begin with low-risk applications like marketing support before expanding into more critical areas.
• Leverage Existing AI Tools: Instead of building custom AI solutions, work with trusted technology providers to integrate ready-made AI-driven platforms.
• Focus on Efficiency and Cost Savings: Identify areas where AI can save time and reduce operational costs without adding unnecessary complexity.
• Maintain a Balanced Perspective: Be mindful of both the benefits and potential challenges associated with AI adoption, ensuring alignment with business values and sustainability goals.

Conclusion

Repurpose's strategic use of AI demonstrates how small businesses can harness technology to drive growth and efficiency, even with limited resources. By automating key functions, the company has been able to scale operations, compete effectively in a crowded market, and stay true to its sustainability mission. For business owners exploring AI adoption, Repurpose's experience highlights the importance of practical, cost-efficient implementations that deliver real value without unnecessary complexity.