How Qualcomm Uses Writer to Save 2,400 Hours Monthly Across Marketing and Legal

Qualcomm has been building AI into its chips and research for over a decade, so when generative AI reached enterprise maturity, the company approached it with both ambition and rigor. SVP and CMO Don McGuire wanted a platform that could accelerate time to market, increase productivity, and support creativity across his organization—without sacrificing compliance or brand integrity. The search for the right vendor was methodical: Qualcomm required a full-stack platform with proprietary LLMs, a RAG layer for corporate data, and integrations with the tools employees already used.

Before Writer, work was fragmented and bottlenecked. The legal team manually reviewed communications for trademark compliance, which was slow and prone to inconsistency. Marketing analysts could only review a limited set of news sources due to time constraints. Content in the Snapdragon brand voice required manual editing by a dedicated manager. Product messaging guides—needed up to 15 times per quarter—took hours to produce each time. Each function carried its own version of the same underlying problem: high-value knowledge work compressed by volume.

Qualcomm selected Writer after running it through its AI Council, which vetted the platform for privacy, security, IP protection, and customizability. Rollout began with marketing and communications, using cohort-based training and office hours to onboard users quickly. The legal team uploaded over 1,200 trademarks and terms to Writer, enabling real-time guidance inside Microsoft Word. Marketing analysts connected Writer to media sources for sentiment analysis. Brand managers built AI agents to rewrite copy in the Snapdragon voice. Product marketers created a custom agent that turns a product brief into a complete messaging guide in seconds.

Within months, adoption spread organically to legal, product, analytics, sales, learning and development, and HR. About 85% of users are active weekly, 60% use it multiple times a week, and the organization has defined 70 distinct workflows across 25+ vetted use cases. Qualcomm saves roughly 2,400 hours per month across all users. One marketing analyst reduced his workload by 30–40% while expanding his analytical coverage from a handful of outlets to 200–300 data sources processed in seconds.

The roadmap extends what’s already working. Qualcomm plans to connect SharePoint to Writer Knowledge Graph so teams can draw on corporate data in their day-to-day writing, and to expand use of Writer AI Studio so business users can build their own customized agents without engineering support. McGuire frames the impact in terms beyond productivity: “Writer has helped create happier employees here at Qualcomm. Happier employees are more productive, more creative, and more satisfied with their job.”