Three approaches to AI marketing that redefine strategies in 2025
Artificial intelligence is transforming marketing in different ways. Three recent cases illustrate how organizations are leveraging this technology: budget optimization, subtle performance improvement, and a revolution in sales processes.
The British Council saves 70% with multilingual AI
The British cultural organization used AI to automatically create more than 1,000 ad variations in 7 languages. Costs dropped from €5,000 to €1,500 per campaign (-70%), and turnaround times were halved.
This approach addresses a major challenge for public institutions: deploying sophisticated international campaigns despite budget constraints. AI replaces here costly manual processes (translation, creative adaptation) with intelligent automation.
The case shows how AI democratizes access to advanced marketing tools, enabling mid-sized organizations to compete with big brands on the international stage. The impact goes beyond mere savings: it is a transformation of marketing’s ability to act.
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Farfetch rockets its emails by 38% thanks to invisible AI
The luxury platform deployed Jacquard (formerly Phrasee) to optimize its email campaigns in the background. Results: +31% opens on broadcast campaigns and +38% clicks on triggered campaigns (abandoned cart, wishlist).
AI automatically personalizes content without marketers or customers noticing. This approach illustrates a different philosophy: efficiency through invisibility. For Farfetch, the challenge was crucial in the luxury sector where technological intrusion can harm the brand experience.
Invisibility becomes a competitive advantage here. AI optimizes performance without altering brand identity or disrupting existing creative processes. This technological discretion meets the expectations of high-end consumers who seek personalization without ostentation.
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Harley-Davidson boosts its sales with Albert AI
A Harley-Davidson dealer in New York was selling 1-2 motorcycles per week in winter. After testing Albert, an autonomous AI: 15 motorcycles sold the first weekend, 2,930% more leads in 3 months, and 40% of sales attributed to AI in 6 months.
Albert operates fully autonomously: analysis of customer data, identification of lookalikes, real-time optimization of all campaign parameters. The AI notably discovered that the word “Call” performed 447% better than “Buy” in ads, revealing psychological nuances imperceptible to human intuition.
This approach represents a complete delegation of marketing management to AI. Unlike the two previous cases where AI assists the teams, here it fully drives the digital strategy. The dealer had to hire six employees to handle the influx of leads, illustrating the organizational impact of this transformation.
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Three philosophies, three results
These examples reveal three distinct approaches to AI marketing: budget efficiency (British Council), discreet optimization (Farfetch), and total autonomy (Harley-Davidson). Each organization chose the modality that fits its constraints and specific objectives.
The results confirm that there is no one-size-fits-all AI marketing solution. Effectiveness depends on the fit between the chosen technology and the organizational context, whether it is constrained public budgets, premium-brand requirements, or aggressive growth objectives.
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