AI marketing finally finds its footing: three approaches that work
While some companies are still toying with artificial intelligence, others have found their winning formula. How a luxury platform discreetly optimizes its emails, why a German equipment manufacturer bets on failed AI, and how a Romanian startup is revolutionizing real-time advertising.
These three recent cases reveal a marketing AI that is finally pragmatic and profitable.
Farfetch: the invisible AI that boosts luxury
The luxury fashion platform Farfetch uses Jacquard (formerly Phrasee) to optimize its email campaigns without anyone noticing. The AI works in the background to automatically customize content.
Performance: +31% opens on broadcast campaigns and +38% clicks on triggered campaigns (abandoned cart, wishlist). The optimization remains invisible to preserve the premium experience.
Takeaway: In the luxury sector, technological efficiency should never compromise the elegance of the customer experience. Farfetch proves that you can optimize without ostentation.
This discretion raises a question: should your customers know that you are using AI to serve them?
For more information: Farfetch + Jacquard: https://chainstoreage.com/farfetch-ia-email-optimisation
Hettich: turning AI failure into viral success
The German equipment manufacturer Hettich (8,400 employees) deliberately generated ugly interior visuals with AI, then revealed the “after” transformations with its real storage solutions.
The approach: Publicly acknowledging the limits of AI to create a striking contrast between automatically generated failed designs and the company’s real solutions.
The result: A viral buzz that dramatically boosted B2B engagement. Internet users widely commented on and shared these openly acknowledged ‘fails.’
The strategic innovation: Hettich turns technological imperfection into a marketing advantage. Self-deprecation becomes a differentiating lever in a highly competitive sector.
This approach raises a question: can embraced imperfection generate more engagement than flawless perfection?
For more information: Hettich AI campaign: https://www.hettich.com/en/ia-campaign-case-study-2025
Creatopy: advertising that adapts in real time
The Romanian startup Creatopy launched “Live Data,” a feature that connects every ad creative to real-time feeds: prices, stock, weather, local events.
How it works: Ads automatically refresh according to market conditions. No more ads displaying outdated prices or out-of-stock products.
Impact: This innovation turns static advertising into ultra-adaptive marketing. Every ad impression becomes an opportunity for maximum relevance.
The silent revolution: Creatopy is redefining the standards of programmatic advertising by continuously integrating contextual data.
This evolution raises the question: are your current campaigns leveraging real-time data sufficiently?
For more information: https://www.creatopy.com/blog/live-data-ad-case-study
Three complementary philosophies
These examples illustrate three mature approaches to marketing AI: invisible optimization (Farfetch), embraced imperfection (Hettich), real-time adaptation (Creatopy). Each strategy serves specific objectives while delivering measurable results.
The common denominator: These companies no longer endure AI; they intelligently steer it to create real value.
Marketing AI is definitively moving beyond experimentation to become a lever of operational performance.
Questions for reflection
Three points worth discussing internally: does your organization optimize processes without compromising the customer experience? Do your teams dare to embrace imperfection to create authenticity? Do your campaigns incorporate available contextual data?
The answers will determine your marketing effectiveness in the coming quarters.