AI marketing becomes conversational: three brands transforming advertising into dialogue
October 2025 marks a notable evolution in the use of AI in advertising. It is no longer limited to backstage tech; it becomes a visible and interactive interface. Crédit Agricole integrates a virtual assistant into its banners, Nike harnesses TikTok for co-creation, and Heinz turns Halloween into a participatory creative workshop.
Crédit Agricole & Amundi: Finance explained by chatbot
On October 15, Crédit Agricole and Amundi launch their first stock-market campaign with an integrated AI assistant. The LinkedIn and YouTube banners feature a chatbot that converses with prospects, detects their level of financial knowledge, and adapts its explanations in real time.
The setup: AI personalizes its messaging – simplifying for beginners, and providing technical analyses for advanced users. The traditional conversion funnel, where 80% of prospects drop out, becomes an educational journey. Early data show longer engagement times and better lead qualification.
Analysis: This approach could extend to all complex sectors (insurance, technical B2B). AI becomes the translator between expertise and customer understanding. Advertising no longer stops at attracting; it accompanies the decision.
Nike “Just Create”: TikTok becomes a distributed production studio
Nike is rolling out globally “Just Create,” turning TikTok users into official creators through generative AI. Participants submit prompts (sport, style, social impact); the AI generates personalized videos and analyzes trends. An algorithm selects the best for Nike’s official accounts.
Results: Thousands of pieces of content daily for the price of a platform. Nike identifies in real time what resonates by market; insights come back instantly. The brand moves from producer to orchestrator of community creativity.
The model: Nike provides the tools, the community creates, the AI optimizes. Costs collapse, local relevance explodes. A redefinition of brands’ roles in content production.
https://madgicx.com/blog/ai-marketing-campaigns
Heinz Halloween: Ketchup as a creative pretext
Heinz leverages Halloween with an AI activation turning consumers into creators of horrific posters. On a dedicated microsite, the AI generates visuals and “gory” slogans from prompts. The community votes, the best creations go up on urban displays.
The mechanics: Social sharing, votes, challenges among friends. Heinz turns a seasonal operation into a creative competition. Participants become creators, juries, and ambassadors simultaneously.
The economics: Thousands of visuals for the budget of an event site. Organic virality replaces media buying. Creative insights emerge from participation rather than costly pre-tests.
https://digitalagencynetwork.com/ai-marketing-campaigns/
AI comes out of the technical shadows
These three campaigns share a characteristic: AI becomes a visible interface rather than a hidden tool. It converses with Crédit Agricole, co-creates with Nike, gamifies with Heinz.
The takeaway: Leading brands use AI to create participatory experiences that would be impossible otherwise. The value lies not in automation but in enabling new forms of engagement.
New skills: Designing participatory experiences, moderating massive co-creations, analyzing emerging insights. Marketing becomes orchestration of participation rather than broadcasting messages.
Like Chile with its algorithmic transparency or Turkey with its intensive testing, these brands explore new relational territories between technology and human engagement.
✨ The question of the week
Identify three friction points in your customer journey. For each, assess whether an AI interaction could transform this complexity into a relational opportunity.
The objective: turn your knowledge barrier into educational value.
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