Patterns
The cross-industry pattern map.
A pattern proven across several industries and absent from yours is not a risk: it is an opening. This map shows, for each pattern, where it is proven (filled) and where no one has deployed it yet (hatched).
Optimization / automation × Acquisition
No proven deployment yet in Travel & hospitality, Food & beverage, Real estate, Health & pharma (+2).
ServiceNow
internal agentic AI for lead-to-sale conversion and task automation
Snap
native ad format whose targeting and delivery are optimized by the platform's machine learning, with an optional genAI conversational agent
The Trade Desk
AI copilot for optimizing programmatic campaigns (DSP)
Conversation × Retention
No proven deployment yet in Retail & e-commerce, CPG & D2C, Tech & SaaS, Sports & fitness (+2).
Bank of America
conversational financial assistant at scale
Wells Fargo
conversational banking assistant at scale, architecture with no PII to the LLM
Zurich
genAI call analysis and real-time agent guidance for retention
Generation × Acquisition
No proven deployment yet in Media & entertainment, Travel & hospitality, Sports & fitness, Real estate (+2).
Adobe
in-house genAI production of marketing content at scale
Colgate-Palmolive
genAI video and marketing content production at scale
The Estee Lauder Companies
internal enterprise genAI (custom GPTs on proprietary data)
Conversation × Activation / conversion
No proven deployment yet in Banking, insurance & fintech, CPG & D2C, Tech & SaaS, Automotive (+2).
Amazon
genAI shopping assistant
Homes.com
natural-language voice and text search, then conversational assistant
JD Health
free consumer AI agent that routes the request toward a product purchase and serves as the base for commercialization
Conversation × Acquisition
No proven deployment yet in Media & entertainment, Banking, insurance & fintech, Luxury & beauty, CPG & D2C (+5).
Salesforce
genAI agent deployed in-house on its own funnel (inbound lead qualification and self-service support)
Alaska Airlines
natural language search for travel inspiration
Equinox
genAI SDR agent for lead engagement and qualification
Generation × Retention
No proven deployment yet in Retail & e-commerce, Luxury & beauty, CPG & D2C, Travel & hospitality (+6).
Yum! Brands
generation of personalized CRM communications at scale (genAI on first-party data)
Google for Education
genAI assistant integrated into an institutional education suite, admin-managed
Spotify
genAI voice DJ (synthetic voice plus generated commentary)
Conversation × Monetization
No proven deployment yet in Luxury & beauty, CPG & D2C, Travel & hospitality, Telecom (+5).
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.
Ping An
AI conversational agent for service and sales support on the customer base
USA TODAY
genAI answer engine embedded in editorial content, monetized at the session level
Optimization / automation × Monetization
No proven deployment yet in Banking, insurance & fintech, Luxury & beauty, Tech & SaaS, Telecom (+7).
Delta Air Lines
AI dynamic pricing (yield management)
Kuaishou
ad monetization through generative models: generative recommendation and intelligent bidding, plus creative generation and rebuilt merchant search
NAVER
AI ad targeting on first-party signals from a search and commerce portal, measured as a share of ad revenue growth
Personalization × Activation / conversion
No proven deployment yet in Media & entertainment, Banking, insurance & fintech, Travel & hospitality, Tech & SaaS (+6).
Hims & Hers
AI-driven personalized treatment routing on intake data (MedMatch)
B&Q et Castorama (Kingfisher)
personalized recommendations plus a genAI conversational DIY assistant
Neutrogena
AI skin diagnosis from a selfie leading to a product recommendation
Personalization × Retention
No proven deployment yet in Banking, insurance & fintech, Luxury & beauty, CPG & D2C, Travel & hospitality (+6).
Meta
AI feed and video recommendation (large-scale models / LLMs)
Rent the Runway
personalization of the discovery journey (carousels and For You feed) plus AI-generated product imagery on old inventory
Starbucks
personalized recommendations and offers through reinforcement learning on loyalty data
Generation × Monetization
No proven deployment yet in Banking, insurance & fintech, Luxury & beauty, CPG & D2C, Travel & hospitality (+6).
Duolingo
Conversational genAI tutor inside a premium subscription
GoDaddy
genAI creation assistant that drives product attach and upsell
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.
Generation × Activation / conversion
No proven deployment yet in Media & entertainment, Banking, insurance & fintech, Travel & hospitality, Telecom (+7).
Intuit
done-for-you genAI assistant integrated into the product to reduce friction and convert
L'Oreal (marques ModiFace)
AR virtual try-on (synthetic makeup rendering on the face)
Leroy Merlin (Adeo)
genAI enrichment of product attributes and pages
Prediction × Retention
No proven deployment yet in Media & entertainment, Banking, insurance & fintech, Luxury & beauty, Travel & hospitality (+8).
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
Carrefour Taiwan
customer lifetime value and churn models to focus marketing effort on the customers worth keeping
Every Man Jack
predictive replenishment timing (predicted next order date)
Prediction × Acquisition
No proven deployment yet in Banking, insurance & fintech, Luxury & beauty, Travel & hospitality, Tech & SaaS (+7).
Bayer Consumer Health
machine learning demand forecasting on search trends to drive media
Kellanova
predictive scoring of creative effectiveness before delivery
Rakuten
prediction of future buyers for ad targeting
Prediction × Monetization
No proven deployment yet in Retail & e-commerce, Media & entertainment, Luxury & beauty, CPG & D2C (+8).
CarGurus
monetize a proprietary audience by reselling to suppliers a predictive intelligence fed by shoppers' behavioral signals
Lemonade
AI-driven underwriting and claims management
Root
risk pricing and segmentation from smartphone telematics
Personalization × Monetization
No proven deployment yet in Retail & e-commerce, Luxury & beauty, CPG & D2C, Travel & hospitality (+8).
DraftKings
ML personalization and optimization of promotion and pricing across player cohorts
FanDuel
personalization of the betting offer driven by AI pricing, with a genAI discovery assistant
DBS Bank
hyperpersonalized nudges at scale driven by ML models and measured incrementally
Optimization / automation × Activation / conversion
No proven deployment yet in Retail & e-commerce, Media & entertainment, Banking, insurance & fintech, Luxury & beauty (+9).
Choice Hotels
AI response to group requests for proposals
Xometry
AI-optimized B2B marketplace (quoting and recommendations)
Optimization / automation × Retention
No proven deployment yet in Retail & e-commerce, Banking, insurance & fintech, Luxury & beauty, CPG & D2C (+9).
Domino's Pizza
Operational AI across the order chain: preparation-time forecasting and a genAI management assistant
Kayo Sports
1:1 AI decisioning (message, creative, channel, timing, frequency, promo per individual)
Personalization × Acquisition
No proven deployment yet in Retail & e-commerce, Luxury & beauty, CPG & D2C, Travel & hospitality (+9).
Netflix
personalization of the artwork via contextual bandits
Progressive
personalized genAI creative at scale (scripts, voice, music) optimized by segment
Prediction × Activation / conversion
No proven deployment yet in Media & entertainment, Banking, insurance & fintech, Luxury & beauty, CPG & D2C (+10).
Amazon
catalog-scale probabilistic demand forecasting
Otto
deep-learning demand forecasting triggering autonomous supplier orders