AI marketing is rapidly transforming the way brands approach efficiency, personalization, and decision-making at scale. With generative AI tools for marketers becoming more advanced, companies are finding innovative ways to optimize workflows, strengthen customer engagement, and drive business growth.
Some companies are taking the lead in this AI-powered revolution, demonstrating how AI tools for marketing can create hyper-personalized experiences, streamline operations, and enhance product innovation. Two standout examples of AI adoption in marketing are Publicis Groupe, a global leader in communications, and Estée Lauder, one of the world’s most recognized luxury beauty brands. Each has integrated Gen AI into their business processes in unique ways—setting a precedent for the industry.
Let’s dive into how these brands are leveraging AI-driven marketing strategies to enhance internal branding, automate content, and gain deeper consumer insights.
Publicis Groupe: Hyper-Personalization at Scale with AI Avatars
Publicis Groupe, the second-largest communications group in the world, executes an annual internal branding campaign to engage its employees. In a recent campaign, they took a bold step by integrating AI-powered video technology to personalize the experience like never before.
Using HeyGen’s AI avatars, OpenAI’s GPT models, and ElevenLabs’ voice cloning, Publicis Groupe generated 100,000 unique video messages—one for every single employee.
How It Worked:
- Employees received a personalized video message from their CEO, Arthur Sadoun, featuring his digital AI avatar.
- The avatar was trained on Sadoun’s voice and speech patterns, allowing it to deliver tailored, human-like messages.
- Each message highlighted the employee’s unique contributions, reinforcing their value within the company.
The Impact:
- The initiative saw massive engagement, with employees responding positively to the personalized recognition.
- Publicis Groupe set a new benchmark for internal branding, demonstrating how AI tools for marketing can enhance corporate communication at scale.
- The campaign showcased how Gen AI can create hyper-personalized, automated content—an approach that could extend beyond internal branding into customer engagement strategies.
This campaign illustrates that AI marketing isn’t just for external promotions—it can also play a vital role in employee engagement, personalization, and communication. Publicis Groupe leveraged AI-driven storytelling to create a more connected and valued workforce, setting a new standard for internal branding.
Estée Lauder: AI-Driven Consumer Insights & Product Innovation
Estée Lauder, a global leader in luxury beauty and skincare, has taken a strategic approach to AI, using it to enhance internal operations, customer insights, and market research.
Rather than relying on third-party AI solutions, Estée Lauder partnered with OpenAI to develop custom GPTs tailored to their needs—ensuring greater control over data security and internal workflows.
How It Worked:
- Employees across departments contributed thousands of AI use case ideas, identifying ways AI could optimize marketing workflows and product innovation.
- The company developed 240+ custom GPTs specifically designed to streamline operations and enhance efficiency.
- Generative AI tools for marketers are being used to analyze emerging beauty trends, consumer feedback, and skincare innovations, helping the company create products that resonate with evolving customer needs.
The Impact:
- AI-powered consumer insights help Estée Lauder better understand customer preferences, allowing them to develop innovative beauty products based on real-time trends.
- Efficiency has increased across teams, with AI automating repetitive tasks and enabling employees to focus on high-value work.
- By developing custom GPTs, the company ensures that proprietary data remains protected while maximizing AI’s potential for business growth.
Estée Lauder’s approach to AI marketing highlights a critical shift in the industry—brands are no longer just using AI for content creation or automation, but for deep consumer insights, product innovation, and operational efficiency. Their investment in Gen AI demonstrates how brands can customize AI solutions to meet their unique needs while maintaining data security and brand control.
How Can These Brands Inspire Your AI Marketing Strategy?
Brands like Publicis Groupe and Estée Lauder are leading the way in AI marketing, using AI tools to drive large-scale personalization, automation, and innovation. They’re proving that AI isn’t just a trend—it’s a powerful tool for transforming workflows and improving customer experiences.
You don’t need to run a massive AI-driven operation like they did to start making an impact in your business. But their strategies serve as inspiration for what’s possible and highlight how AI can help us work smarter, personalize marketing at scale, and better serve our customers.
If you’re looking for practical ways to integrate AI into your marketing strategy, I’ve got you covered.
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