LEGO

Building AI Training That Brings Learning To Life

Learning & Development

Learning Architecture

Creative Concept

Learning Architecture

**Bringing fun and play to an important subject to create engagement**

Challenge

LEGO faced a critical tension: employees needed to adopt generative AI to stay competitive, but doing so without proper guidance created serious security and brand protection risks. Some colleagues were already using consumer AI tools without understanding the implications. Others were avoiding AI entirely, creating efficiency gaps across the organisation.

The brief was clear: create something memorable that would guide LEGO’s global workforce through safe AI adoption, making it feel exciting and fun, a roundabout not a stop sign, not just another compliance module.

Solution

We developed two interactive learning experiences integrated directly into LEGO’s Workday system:

GenAI Launchpad: Your License to Fly – The foundation program teaching safe, effective AI use.
GenAI Simulation: Ready, Set, Use! – Advanced scenario-based practice built in Articulate Storyline to help employees apply their knowledge in realistic workplace situations.

Our approach combined learning science, storytelling, and gamification to make complex AI concepts accessible and engaging.

Outcome

The initiative achieved LEGO’s core objectives: enabling safe AI adoption across the organisation while maintaining brand protection and security standards. Employees now have clear guidance on using AI effectively without putting sensitive information at risk. The results demonstrate exceptional engagement and knowledge retention.

GenAI Launchpad:

NPS of 65 – significantly above industry benchmarks for corporate learning

GenAI Simulation:

6.1/7 satisfaction rating (79% high satisfaction)

How We Did It

When we’re approached with a new learning challenge, our first question is never “how”, but “why”. If you start with the how, the chances are you’ll get a functional piece of learning, but the long-term behaviour changes you’re looking for won’t follow.

When we lead with the why, it opens up the possibilities. By grounding our strategy in the core purpose of the training from the very first session, those desired behaviour changes aren’t just an afterthought, they are baked into the DNA of the learning. This shifts the focus from simple completion to inspiring genuine, lasting change from the start.

Research & Discovery

Discovering the purpose, understanding the users.

We started by going beyond the surface level, to truly understand LEGO’s pulse and people’s needs. Through our discovery sessions we were able to uncover the specific goals, motivations, and pain points of the users, meaning we could design an experience that’s both effective and engaging. When the desired outcomes of the learner are baked into the design from day one, the result is a much more human, engaging, and impactful experience.

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Mapping Learning Architecture

Laying the foundations for learning that ensures engagement.

Developing corporate learning can often feel like a long and overwhelming process, but establishing a clear content flow is a total game-changer. By mapping out the architecture of the course, we could easily visualise how modules, learning objectives, and gamification elements intersect. This bird’s-eye view simplified the development process along with ensuring the final journey is intuitive for the learner, making even the most complex topics easy to navigate and digest.

Crafting the Creative Concept

“Building on the things we know and love”

For LEGO’s AI training, we anchored the experience in a central message: AI is a tool designed to build upon (not replace) existing skills, knowledge and capabilities. To bring this to life, we developed a series of relatable metaphors. Just as how the electric bike evolved from the push-bike, or iPods expanded the world of vinyl, these parallels helped learners see Gen AI as a natural evolution. It’s not about starting over, it’s about showing how new technology can help us work smarter by enhancing the capabilities we already have.

Custom Asset Creation

Creating a concept that frames the experience.

Content without context is quickly forgotten. By building a concept into the experience it gives the learning a purpose, bringing it to life for the learners. A creative wrap adds a story to the learning, turning a list of information into a cohesive, exciting experience.

“We teamed up with Electric Circus to turn AI guidelines into an engaging, interactive digital adventure that made Generative AI feel exciting, approachable and easy to apply. Packed with playful moments and real-world scenarios, the experience received fantastic feedback and sparked a step change in confidence, helping colleagues embrace GenAI responsibly while building AI capability across the organisation.”

Justin Whayman

Digital learning Director, LEGO

Evidence based design

Making complex content feel approachable.

To make the complicated nature of subject matter expert (SME) text easier to read for your ‘average Joe’. We grounded the entire design in evidence-based learning science and cognitive psychology.

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The creative concept

Built with familiar characters.

We anchored the learning in a creative concept built on familiar LEGO metaphors, designed to immerse users into a story about AI while keeping it friendly and approachable. By framing prompt structure as building blocks, we tapped into existing mental models. This playful visual identity made complex technology feel accessible and fun.

The Impact

NPS for the GenAI Launchpad

73%

Promoters for the GenAI Launchpad

6.1/7

Satisfaction rating for the GenAI Simulation

What We Delivered

By combining learning science (active recall, problem-based learning), storytelling (relatable scenarios and familiar LEGO metaphors), and gamification (immediate rewards, mythbusting challenges), we made complex AI concepts accessible and engaging.

We achieved LEGO’s core objectives: enabling safe AI adoption across the organisation while maintaining brand protection and security standards. Employees now have clear guidance on using AI effectively – building their confidence brick by brick without putting sensitive information at risk.

Copy and copywriting

Using conversational copy.

Technical jargon around Large Language Models (LLMs), data privacy, and algorithmic logic was completely transformed. We used bespoke content writing to help make the complicated subject matter text much easier to read and digest. Keeping the copy conversational ensured learners were never overwhelmed by cognitive overload.

Features and functionality

Bringing the learning to life.

The design incorporates gamified knowledge checks with immediate feedback, alongside rapid-fire mythbusting challenges to break common misconceptions about AI capabilities and security.

Real-World Scenarios

Putting the lessons into practice.

The training places employees in realistic workplace scenarios across different roles. Learners navigate challenges representative of their daily work and see the direct outcome of their decisions.

The LEGO Gen AI licence

Complete the learning to unlock your licence.

By framing safe AI adoption as a way to unlock efficiency rather than a set of restrictive rules, our design gave employees a clear ‘license to fly’ within safe guardrails.