The index
What the leaders in your industry have actually deployed in AI.
An independent index of AI deployments at scale in digital marketing. Every case is graded on a public evidence scale, verified live at its date, and mapped to the customer journey. No POCs, no vendor bias, no stale slides.
The coverage matrix
Where leaders invest, and where no one dares yet. The empty cells are your blind spots.
| Acquisition | Activation / conversion | Retention | Monetization | |
|---|---|---|---|---|
| Retail & e-commerce | 18 | 32 | 11 | 5 |
| Travel & hospitality | 2 | 7 | 3 | 2 |
| Banking, insurance & fintech | 5 | 11 | 8 | |
| Telecom | 2 | 1 | 6 | 1 |
| Media & entertainment | 3 | 1 | 8 | 13 |
| Luxury & beauty | 6 | 14 | 1 | |
| Automotive | 4 | 4 | 2 | |
| CPG & D2C | 13 | 4 | 1 | 1 |
| Food & beverage | 1 | 3 | 4 | 1 |
| Health & pharma | 2 | 2 | 3 | |
| Tech & SaaS | 7 | 2 | 3 | |
| Energy & utilities | 6 | |||
| Real estate | 1 | 6 | 1 | |
| Sports & fitness | 3 | 5 | 2 | |
| Education | 2 | 2 | 1 | |
| Other | 1 | 4 | 1 |
evidence level (A / B / C) · blind spot · the number = count of cases
The cases
Sorted, sourced, dated. Filter by growth lever, or click a matrix cell.
AAA Auto Club Enterprises
AI-driven search campaign that customizes ad text and reaches long queries beyond the purchased keywords
AB InBev
retail media network on a B2B super app: automated auction and AI personalization of sponsored placements based on the retailer's profile, self-service for third-party brands
ADAC Autoversicherung
full-funnel paid campaign driven by AI (Performance Max) optimized for new customer acquisition
Leroy Merlin (Adeo)
genAI enrichment of product attributes and pages
adidas
AI-driven audience prospecting and bidding (ARO) across the full funnel
Adobe
in-house genAI production of marketing content at scale
ADT
genAI customer agent
Air India
genAI customer agent (automated customer service)
Airbnb
dynamic price suggestion to sellers (host pricing)
Alaska Airlines
natural language search for travel inspiration
Albertsons
AI demand forecasting for fresh and automated shelf replenishment
Taobao
Real-time product recommendation with deep learning, served across hundreds of scenarios in the app
Allstate
genAI drafting of customer communications with human review
Allwyn
AI-driven omnichannel programmatic buying with retail data activation
Amazon
Item-to-item collaborative filtering product recommendation engine, served across every touchpoint
Amazon
genAI shopping assistant
Amazon
catalog-scale probabilistic demand forecasting
American Express
real-time fraud detection with deep learning
Amorepacific
genAI beauty advice agent built on a skin diagnostic
Arc'teryx
AI-driven paid campaigns, fed by generated creative adapted to the local context
ASOS
catalog-scale deep learning product recommendation, plus a conversational style assistant
Atlassian
internal genAI agents for account targeting and marketing content production
AT&T
Governed enterprise genAI assistant: an LLM connected to internal knowledge, open to tens of thousands of employees and called at scale by automated systems
Bank of America
conversational financial assistant at scale
Bayer Consumer Health
machine learning demand forecasting on search trends to drive media
Nivea
genAI testing and optimization of creative elements + automated localization at scale
Best Choice Products
real-time AI optimization of bids, budget, and placement on retail media
BMW
advertising and experiential creation with generative AI
Booking.com
genAI trip planning assistant
Boots
machine learning scoring of offer-usage propensity, applied to mail and the app
Boozt
conversational shopping assistant paired with pipeline generation of product visuals
Bruna
AI-automated sales campaign plus Conversions API, measured incrementally by Conversion Lift, on a seasonal peak
bunq
genAI financial assistant (search + support)
Burberry
genAI copilot for consultants (search, image recognition, complete-the-look)
CarGurus
monetize a proprietary audience by reselling to suppliers a predictive intelligence fed by shoppers' behavioral signals
Carrefour Taiwan
customer lifetime value and churn models to focus marketing effort on the customers worth keeping
Cars.com
Marketplace AI building blocks monetized on both sides: conversational search on the buyer side for conversion, and generation and AI tools packaged and sold to subscribing dealers.
Castlery
fully automated shopping campaign (bids, targeting, budget, creative)
Central Retail
genAI shopping assistant and visual product search
Spectrum Reach
AI local sales house: TV spot generation for SMB advertisers coupled with a media planning tool fed by the operator's first-party data
Choice Hotels
AI response to group requests for proposals
Clarins
AI-automated sales campaign plus dynamic catalog ads, evaluated on incrementality via Conversion Lift against last-click
Coca-Cola
genAI video production of a global-scale brand campaign
Coffret d'Or
vision-AI skin analysis routing to a personalized product recommendation
Colgate-Palmolive
genAI video and marketing content production at scale
Colgate-Palmolive
genAI video generation on a repeatable volume-variety-velocity model
Comcast
AI ad sales operation: generative AI production of TV spots coupled with a self-serve buying platform, to open premium inventory to small advertisers.
Commonwealth Bank of Australia
GenAI customer messaging + proactive alerts
Coupang
multi-surface recommendation and personalization engine
Coursera
genAI learning assistant integrated into the course path
CVC Corp
conversational agent covering the hours when the physical network is closed, qualifying leads and handing them to salespeople at opening
CVS Health
conversation intelligence and AI agents on 100% of contact center calls
DBS Bank
hyperpersonalized nudges at scale driven by ML models and measured incrementally
De Paardendrogist
AI-automated sales campaign combined with geographic targeting and boosted posts, within a restructured account
Delta Air Lines
AI dynamic pricing (yield management)
Deutsche Telekom
Natural-language self-care service chatbot, extended to voice and then rebuilt on an LLM (Frag Magenta 1BOT) to cover hundreds of contact reasons
DFS
Welcome series personalized on zero-party data with AI product recommendation
DHL Freight
Autonomous genAI customer service chatbot and voicebot
Dollar General
In-store audio retail media network, with AI-generated and localized audio ads
Domino's Pizza
Operational AI across the order chain: preparation-time forecasting and a genAI management assistant
DoorDash
Causal targeting of promotions (offer personalization)
DraftKings
ML personalization and optimization of promotion and pricing across player cohorts
Duke Energy
Self-service chatbot in the mobile app
Duolingo
GenAI customer agent
Duolingo
Conversational genAI tutor inside a premium subscription
eBay
GenAI generation of a product listing from a photo
EDF
Intelligent routing callbot + self-service chatbot
ENGIE
Autonomous genAI customer agent integrated with the CRM
E.ON
multichannel conversational agents (voice + chat)
Equinox
genAI SDR agent for lead engagement and qualification
The Estee Lauder Companies
internal enterprise genAI (custom GPTs on proprietary data)
Etsy
agentic commerce (in-chat checkout through an open protocol)
Euronics Italia
genAI conversational shopping agent
Every Man Jack
predictive replenishment timing (predicted next order date)
Expedia
distribution through a third-party conversational assistant (app in ChatGPT)
FanDuel
personalization of the betting offer driven by AI pricing, with a genAI discovery assistant
Flipkart
conversational genAI shopping assistant
Function of Beauty
personalized product formulation by algorithm from a quiz
Garanti BBVA
end-to-end genAI customer assistant
GEICO
self-service virtual assistant on the customer account
General Motors
service voice assistant + genAI web agent
GoDaddy
genAI creation assistant that drives product attach and upsell
Google for Education
genAI assistant integrated into an institutional education suite, admin-managed
Grab
AI assistant for merchant advice and activation
Grammarly
freemium AI writing assistant converted into premium subscriptions and organizational licenses
Gucci
genAI copilot for advisors (brand-voice reply suggestion)
Henkel
genAI content supply chain for one-to-one personalization at scale
Hims & Hers
AI-driven personalized treatment routing on intake data (MedMatch)
H&M
AI digital twins of models for creative production
The Home Depot
genAI conversational project assistant backed by an in-house knowledge base
Homes.com
natural-language voice and text search, then conversational assistant
Hyundai Motor India
conversational commerce and lead-gen agent
IKEA
brand assistant published on a third-party GPT store
Zara
AI-generated virtual try-on: avatar created from the customer's photos, dressed in real catalog products
Instacart
genAI conversational search
Intuit
done-for-you genAI assistant integrated into the product to reduce friction and convert
JD.com
AI-generated live commerce host
JD Health
free consumer AI agent that routes the request toward a product purchase and serves as the base for commercialization
JD Sports Fashion
AI-personalized lifecycle orchestration on micro-behaviors, deployed multi-market
JLL
industry genAI assistant built on a proprietary vertical LLM
JPMorgan Chase
AI-generated marketing copy
Kayo Sports
1:1 AI decisioning (message, creative, channel, timing, frequency, promo per individual)
Kellanova
predictive scoring of creative effectiveness before delivery
Khan Academy
genAI conversational tutor at the scale of a school district
King
ML recommendation of personalized offers and bundles
B&Q et Castorama (Kingfisher)
personalized recommendations plus a genAI conversational DIY assistant
Klarna
genAI customer agent
KLM Royal Dutch Airlines
conversational booking and service agent, hybrid AI/human
Kraft Heinz
RAG creative generation engine on a proprietary brand corpus
Kroger
propensity modeling and predictive household personalization
Kuaishou
ad monetization through generative models: generative recommendation and intelligent bidding, plus creative generation and rebuilt merchant search
La Redoute
Paid social campaign fully automated by AI (audiences, placements, bids, creative combinations), measured incrementally
Lazada
consumer conversational shopping assistant plus genAI agents for recommendation, review summarization, and product listing generation on a marketplace
Lemonade
AI-driven underwriting and claims management
Libas
Full-funnel AI-driven acquisition and retargeting on a self-serve commerce media platform
Lidl
participatory genAI campaign: UGC image generator in the brand palette
L'Oreal Paris
24/7 genAI beauty agent (advice + product recommendation)
L'Oreal (marques ModiFace)
AR virtual try-on (synthetic makeup rendering on the face)
L'Oreal
Multi-brand Demand Gen campaign backed by a local YouTube creator, AI-driven placement and bidding across Google's visual surfaces to bring qualified commerce traffic
L'Oreal (Vichy, La Roche-Posay, L'Oreal Paris)
AI diagnosis from a selfie plus routine recommendation
Loro Piana
Selling campaign fully automated by AI (audiences, placements, bids, creative combinations), remarketing and prospecting in a single campaign
Lowe's
conversational genAI shopping advisor plus associate copilot
Lufthansa Group
multilingual customer service conversational agent
Lululemon
AI-driven paid media (Performance Max) focused on new-customer acquisition
Lumen Technologies
genAI content supply chain (producing on-brand assets at scale)
LVMH
internal enterprise genAI assistant (marketing content, personalization, research)
Macy's
conversational genAI shopping assistant (multimodal agent with virtual try-on)
Maersk
predictive monitoring of refrigerated cargo (customer visibility)
Mango
genAI generation of campaign visuals
Mars
AI scoring of creative quality plugged into media production
Mastercard
real-time transaction risk scoring
MercadoLibre
GenAI embedded in a marketplace: AI search and conversational assistant on the buyer side, a Seller Assistant that generates listings and short videos on the seller side, all feeding the ad business where AI optimizes bids. The brand owns the marketplace, hence the behavioral data and the ad inventory.
Mercedes-Benz
in-car genAI voice assistant
Meta
AI feed and video recommendation (large-scale models / LLMs)
Michaels
genAI personalization of marketing messaging (copy) at scale, tuned to the brand voice
Microsoft
conversational web agent for acquisition and activation on a company's own product pages
Mondelez International
proprietary genAI platform for ad production
Myprotein
Taking back control of Performance Max via a third-party orchestrator: dynamic catalog segmentation by margin/profitability, tROAS targets and budgets recalculated every day, to steer spend toward strategic products
Naranja X
Demand Gen campaign driven by Google's AI, mixed video and image formats across YouTube/Discover/Gmail surfaces, tested against paid social campaigns to capture top-of-funnel demand
NatWest
genAI digital assistant (Cora+)
NAVER
AI ad targeting on first-party signals from a search and commerce portal, measured as a share of ad revenue growth
Nestle
genAI product content factory from digital twins
Netflix
personalization of the artwork via contextual bandits
Netflix
content recommendation engine
Neutrogena
AI skin diagnosis from a selfie leading to a product recommendation
Nike
personalized exclusive offers and access based on member engagement and history
Nubank
genAI customer agent + agent copilot
Nubank
transactional foundation model for credit scoring
Nykaa
ML-driven product recommendation + personalized retargeting
Ocado
deep-learning demand forecasting for availability and waste reduction
Octopus Energy
genAI customer agent (drafting assistance + autonomous agent)
Olay
AI skin diagnostic on a selfie leading to a product recommendation
Oneisall
AI image generation for retail media creatives
Opendoor
AI agent for qualifying and converting inbound leads
Origin Energy
AI-native customer operations platform + genAI drafting assistance
Otto
deep-learning demand forecasting triggering autonomous supplier orders
Papa Johns
real-time personalization of loyalty and ordering with generative AI
PayPal
real-time fraud detection with deep learning
Peloton
genAI-personalized training plans and recommendations from usage data
PepsiCo
AI adaptation of a global brand platform into hyper-local creative by market, paired with automated media buying
Gatorade
self-service genAI product personalization on a D2C site
Perplexity
agentic commerce (product recommendation and in-chat checkout)
Pfizer
genAI marketing-content production platform under regulatory control
Ping An
AI conversational agent for service and sales support on the customer base
full-funnel AI ad suite (automated ROAS bidding, new-customer prioritization, budgets and targeting managed by the algorithm)
Prada Group
composable commerce + personalization and product recommendation
Priceline
agentic genAI booking agent
Progressive
personalized genAI creative at scale (scripts, voice, music) optimized by segment
Prose
algorithm-personalized product formulation from a questionnaire
Prosus (iFood, OLX)
proprietary commerce model trained on the group's transactional data, connected to conversion (homepage, ads, notifications), paired with a fleet of conversational assistants that shift the relationship from apps to agents
Rakuten
prediction of future buyers for ad targeting
Ralph Lauren
genAI conversational shopping assistant that generates complete shoppable outfits from natural-language prompts
Ray-Ban
AI-automated sales campaign optimized on purchase value, combined with a consideration objective, measured incrementally
Ray-Ban
fully automated paid campaign (bidding, targeting, placement) connected to the product catalog
Realtor.com
natural-language search with understanding of listing images
Reckitt
genAI marketing agents across the concept-adaptation-analysis chain
ML-optimized ad platform (automated campaigns + ranking + genAI formats)
Redfin
genAI assistant on the product page that answers then routes to an agent
Renault
Consolidation of multiple formats and channels into a single campaign driven by Google's machine learning (bidding, creative mix, channels) on a conversion objective
Rent the Runway
personalization of the discovery journey (carousels and For You feed) plus AI-generated product imagery on old inventory
Rightmove
natural language search plus genAI restyling of listing images
River Island
Predictive product scoring on top of Performance Max: instead of static hero/zombie bucketing, a model assesses a product's potential by neighborhood effect (comparable attributes) to give visibility to new arrivals and long-tail items that the algorithm overlooks for lack of history
Roblox
ML discovery engine plus ML economy (personalized pricing and storefronts)
Root
risk pricing and segmentation from smartphone telematics
Rovio
LTV prediction to steer acquisition (pLTV)
Salesforce
genAI agent deployed in-house on its own funnel (inbound lead qualification and self-service support)
Samsung Electronics
Adding a Performance Max campaign on top of existing Display and Discovery campaigns, with ML steering of bids, creative mix, and cross-channel allocation on an e-commerce conversion goal
ImmoScout24
end-to-end AI layer over a marketplace, pushed into higher-tier subscriptions to raise revenue per professional client
Sephora
Product matching by computer vision (skin tone) plus personalized on-site recommendation, synchronized between store and online
Sephora
virtual AR try-on (synthetic makeup rendering on the face)
ServiceNow
internal agentic AI for lead-to-sale conversion and task automation
Shopee
AI automation of seller ad campaigns
Shopify
genAI generation of merchant content
Sinsay
automated advertising catalog (Advantage+) measured across channels
Slazenger
orchestration of personalized journeys (cart recovery + price drop)
Snap
native ad format whose targeting and delivery are optimized by the platform's machine learning, with an optional genAI conversational agent
Spotify
genAI voice DJ (synthetic voice plus generated commentary)
Spotify
algorithmic discovery playlist
Squirrel AI
one-to-one adaptive learning driven by fine-grained knowledge decomposition
Starbucks
personalized recommendations and offers through reinforcement learning on loyalty data
Stitch Fix
One-to-one product curation at scale, recommendation algorithm coupled with a human stylist
Strava
personalized natural-language training insights from activity data
StubHub
dynamic price recommendation engine for sellers
Supercell
ML personalization of in-game offers (which card or offer to serve)
T-Mobile US
Intent-driven decisioning platform: an engine reads customer intent and sentiment in real time, decides the next action, and can execute it, beyond a simple chatbot
Taco Bell
drive-thru voice ordering agent integrated with the POS
TAF (The Athlete's Foot)
AI-automated sales campaign plus dynamic catalog ads, with prospecting and retargeting, measured incrementally
Tapestry
generation and optimization of personalized marketing language
Target
personalized offer engine and conversational search on loyalty data
Target
visit propensity (predicted trip count) to frame and target offers
Telefonica
Multi-brand customer conversational assistant: a single natural-language AI base handles products, billing, and requests, declined by brand and by language, then enhanced with generative AI
Telstra
Dual genAI agent assist: one tool summarizes the customer history in a single sentence, the other answers the advisor's questions from the internal knowledge base
Tencent
AI ad sales operation: retrained ad recommendation model plus automated campaign management, on proprietary closed-loop social inventory
Tesco
loyalty gamification through AI-computed personalized spending goals
The North Face
Conversational shopping assistant that personalizes the product recommendation through dialogue (use case, weather, activity)
Toast
AI voice order-taking agent with menu upsell (basket increase)
Toyota
AI-driven media optimization at scale (real-time search relevance)
The Trade Desk
AI copilot for optimizing programmatic campaigns (DSP)
Tripadvisor
conversational AI assistants integrated into the booking journey (full-content search, pre-booking chat, operator onboarding)
Trip.com
genAI conversational assistant for planning and booking
Uber
dynamic / upfront pricing through machine learning
Ulta Beauty
AI personalization of offers and product recommendations on loyalty data
Unilever
genAI creative production from product digital twins
United Airlines
self-service customer service voicebot
UnitedHealthcare
genAI companion for benefits navigation and care coordination
UPS
genAI agent assistance (reply drafting)
USA TODAY
genAI answer engine embedded in editorial content, monetized at the session level
Verizon
genAI agent assist: an LLM connected to the internal document base and customer context feeds the advisor the relevant answer and offer in real time
Vodafone
Industrialized churn prediction: cancellation models trained per market on a group MLOps platform, with standardized templates replicated from country to country to trigger proactive retention actions
Volkswagen
in-car genAI voice assistant
Volkswagen of America
genAI owner assistant over a knowledge base (multimodal RAG)
Walgreens
mass personalization of offers on a loyalty base via CDP and activation
Walmart
genAI shopping assistant
Wayfair
shoppable genAI interior image generation
Wells Fargo
conversational banking assistant at scale, architecture with no PII to the LLM
Wendy's
drive-thru order-taking voice agent with upselling
Wiley
autonomous genAI customer service agent (conversational self-service)
Williams-Sonoma
AI at the scale of a multi-brand portfolio: data-driven personalization (360 view + dynamic email) coupled with a genAI conversational agent for product discovery and service
Wimbledon (The Championships)
editorial content generated by genAI in the brand voice for fan engagement
Wix
genAI product creation (site, application) embedded in the freemium funnel to accelerate free-to-paid conversion and raise the ARPU of new cohorts
Woolworths Group
real-time personalization engine backed by a mass loyalty program, generating individualized offers in place of mass marketing
Xometry
AI-optimized B2B marketplace (quoting and recommendations)
Yelp
conversational intent-qualification assistant that turns a local search into a quote request, generating leads for advertiser businesses
YouTube
content recommendation engine
Yum! Brands
generation of personalized CRM communications at scale (genAI on first-party data)
Yum China
genAI conversational ordering agent in a brand app
Zalando
consumer genAI conversational shopping assistant
Zalando
high-frequency markdown pricing (predict-then-optimize)
Zegna
AI-assisted clienteling (product configurator plus recommendation)
Zillow
natural-language search over a listings catalog
Zurich
genAI call analysis and real-time agent guidance for retention
Zynga
vertically integrated adtech driven by ML (DSP, SSP, mediation)
Get your use case listed
Has your brand deployed AI at scale in marketing, with a public result? Submit it. If it passes the evidence filter (public figure, verifiable source), it enters the index on the same footing as the rest, no favors, no vendor bias.