AI use cases for Marketing
42 documented implementations
Orange France runs generative AI use cases on Azure OpenAI Service and GitHub Copilot, cutting fiber ticket analysis from 20 minutes to under 3
Orange France set up a dedicated generative AI program using Microsoft Azure OpenAI Service, with data hosted in Europe, and GitHub Copilot for 200 developers. More than forty use cases are in development and around ten have been implemented within business teams, including rewriting more than 30,000 customer FAQ answers, generating product sheets for Orange boutiques, a marketing research search engine, and synthesizing fiber after-sales intervention tickets, which reduces analysis time from 20 minutes to less than 3 minutes.
Orange France· FranceAzure OpenAI · GitHub CopilotIG Group saves analysts 70 hours weekly and hits full ROI in 3 months with Claude for Work
IG Group, a global online trading and financial services firm, rolled out Claude for Work across HR, marketing and technical teams to draft performance review feedback, produce and translate multilingual marketing content, and write SQL queries for analytics. The company achieved full ROI within three months, saved its analytics team about 70 hours a week, saw productivity increase by 100% in some use cases, and achieved triple-digit improvements in marketing speed-to-market while reducing dependence on outside agencies.
IG GroupClaude for Work · Claude EnterpriseSupermetrics lets marketers manage ad campaigns from a conversation with Claude
Supermetrics, which serves more than 200,000 businesses with marketing data infrastructure, built a Claude connector that lets marketers ask questions across ad and analytics platforms and, with approval, create or edit campaigns on Google Ads, Meta, Microsoft Advertising, TikTok, LinkedIn and Snapchat directly from the conversation. Since its February launch the connector has grown active users 250% month over month on average, and Norwegian agency customer Layer cut 10-hour client reports down to 20 minutes with zero hallucinations found during weeks of validation.
SupermetricsClaude · Claude Cowork · Claude Code +2Relay42 predicts customer conversion likelihood to power personalized journeys
Relay42, a Customer Data Platform (CDP), uses customer data on the Databricks Data + AI Platform to predict how likely a shopper is to convert; the prediction feeds a decision engine based on anonymized PII to build customer profiles that inform next-best-action messaging. For example, a major Singapore telecommunications client uses this to determine what messages to send shoppers researching phone plans and when. The migration from Hadoop/Cassandra to Databricks cut time to deliver complete customer data from 20-24 hours to 1.5 hours and real-time analytics from 8 hours to about 15 minutes, saving over €180K/year in storage costs.
Relay42Delta LakeJamf Reaches 89% Active Usage in Eight Weeks with Claude Enterprise
Jamf, which manages and secures Apple devices for more than 70,000 customers worldwide, rolled out Claude Enterprise (procured via AWS Marketplace) and Claude on Amazon Bedrock company-wide with a risk-tiered governance framework. Within eight weeks, 89% of licensed employees were actively using it, with 285 documented use cases across all 16 departments (98 fully implemented) and an estimated 838 hours saved per month from HR's 21 implemented use cases alone.
JamfClaude Enterprise · Claude Cowork · Claude on Amazon Bedrock +1CaixaBank unifies customer data with Salesforce Data 360 and Agentforce to cut support response time
CaixaBank, Spain's leading bank with over 20 million customers, deployed Agentforce and Data 360 on the Salesforce Platform to unify customer profiles, product data and interaction history across channels for its more than 38,000 employees. On its remote support team of 300+ employees, Agentforce streamlines call preparation with on-demand insights so managers can connect customers with a manager within two minutes, and intelligent document processing that previously took three to four months to build on another platform took about half an hour to build with Salesforce's Prompt Builder.
CaixaBank· SpainAgentforce · Salesforce Data 360 · Prompt Builder
Building an agent mesh in 3 days: Syngenta's Bedrock AgentCore journey
Swiss agriculture company Syngenta built a federated multi-account agent mesh using Amazon Bedrock AgentCore, deploying the initial architecture in 3 days and six cross-functional agents in 4 weeks, achieving 20% better latency and 40% faster deployment, with its Austyn data-analytics agent now used by up to 12,000 internal monthly active users.
Skechers personalizes marketing campaigns by integrating Uniphore CDP with Databricks
Skechers integrated Uniphore's Customer Data Platform with the Databricks Data + AI Platform and Delta Lake to unify customer data across 180+ countries for AI-driven audience segmentation and omnichannel marketing, reducing campaign lead time from 2-8 weeks to 4-10 days and achieving a 324% increase in click-through rate, 68% reduction in cost per click, and 28% boost in return on ad spend.
Kaizen Gaming builds real-time betting personalization with Azure Databricks
Kaizen Gaming, a European game-tech company handling up to 4,000 transactions per second, used Azure Databricks with Delta Lake and MLflow to move ML model training off local PCs onto a scalable cloud platform, cutting data set creation time from 240 hours to 20, and building a sportsbook recommendation engine that achieves 75%-85% precision across its top 100 events.
Grammarly migrates to a Databricks lakehouse to scale analytics for 30 million users
Grammarly replaced its homegrown analytics platform and always-on Amazon EMR clusters with the Databricks Data + AI Platform, using Delta Lake as the core of its lakehouse and Unity Catalog for fine-grained access control and data lineage, to consolidate 5 billion daily user-feedback events for analytics, achieving 110% faster querying at 10% of the ingestion cost of a data warehouse and cutting the time to make daily events available for analytics from 4 hours to under 15 minutes.
SEGA Europe builds a player sentiment analysis GenAI model and Genie One self-serve analytics on Databricks
SEGA Europe consolidated data from over 40 million players generating 50,000+ events per second into Delta Lake with Lakehouse Federation and Unity Catalog, then built a generative AI player sentiment analysis model that analyzes 10,000+ user reviews daily to identify gameplay issues, and deployed Genie One for natural-language self-serve analytics, achieving a 10x faster time to insight.
Al-Futtaim becomes customer-centric with Databricks
Al-Futtaim, a Middle East conglomerate distributing brands like Toyota, IKEA and Marks & Spencer across 200+ brands, built a unified 'golden customer record' on the Databricks Data + AI Platform with Delta Lake and Delta Sharing, replacing a legacy on-premises data warehouse. This delivered a 10% increase in automotive sales, a 30% decrease in lost sale opportunity and inventory holding cost, and 4x faster time-to-insight.
Matching home buyers with their dream house
Compass, a real estate technology company, uses the Databricks Data + AI Platform to deliver predictive intelligence that identifies homeowners likely to sell, helping agents optimize marketing budgets and outreach strategies, replacing siloed ad hoc data lakes with a unified platform.
CompassDatabricks Data + AI Platform · Unity Catalog · Databricks SQLEmpowering marketers with next-gen customer intelligence
Acxiom used the Databricks Data + AI Platform to securely unify customer data for analytics, giving clients the ability to create customer-centric insights, improving marketing conversions and revenue. The platform delivered around 30% faster time-to-market of actionable customer insights and about 15% reduction in operational costs.
AcxiomDatabricks Data + AI Platform · Delta Lake · Delta SharingPwC France scales more relevant outreach with AI-driven campaign planning
PwC France and Maghreb's marketing team used Oracle Marketing's embedded AI models to move from one-size-fits-many, geography-based email campaigns to AI-assisted send-time optimization, fatigue-analysis models that detect over-contacted audiences, and account intelligence scoring accounts by engagement potential and service-line interest. The firm reported improved open and click-through rates and increased productivity as manual audience-preparation tasks dropped and workflows relied more on automation.
PwC France and Maghreb· FranceOracle Fusion Cloud Marketing · Oracle Fusion Unity Data PlatformBuilding trust in mobile communications
First Orion, which protects mobile subscribers from scam calls by analyzing over 350 million calls daily, migrated from AWS EMR to the Databricks Data + AI Platform to power anomaly detection, fraud prevention and branded-calling products, boosting productivity by more than 35% and generating over $12.7 million in value over three years. The company is also using open LLMs such as MosaicML MPT and Dolly on the lakehouse to build conversational AI for document search and scam interception, with preliminary results showing a 5x increase in search efficiency.
Ushering in a new era of personalized retail shopping
Emart24, a Korean convenience store chain with over 6,500 stores, migrated to the Databricks Data + AI Platform to process transaction data from more than 6 billion transactions and 80,000 products, cutting analysis time from 27 hours to 1 hour (96% reduction) and lowering compute costs by 93%. The new platform underpins AI-powered product recommendation services, a cashierless smart store system, and demand forecasting for logistics centers.
Enabling business growth with happier consumers
Aditya Birla Fashion and Retail Ltd. (ABFRL) unified data from 4,000 retail locations onto the Databricks Data + AI Platform to power machine learning across markdown pricing, in-store recommendations, detractor segmentation via k-means clustering, and market basket analysis, achieving 20x faster ML serving for markdown models and cutting model development time in half. The company also uses LLMs to auto-generate product descriptions and NLP for sentiment analysis and topic classification of customer feedback.
Global fashion leader increases revenue with better data
Burberry combined the Databricks Data + AI Platform with Snowplow's Behavioral Data Platform to build a real-time AI-Ready Customer 360 from website clickstream data, replacing daily data batches. The platform runs 40 personalized machine learning models covering product recommendations, propensity scoring and customer lifetime value, cutting clickstream data latency by 99% and extending cookie duration 52x, letting in-store client advisors see customers' recent online behavior on mobile devices to deliver personalized service.
Leveraging hyper-personalization: Enriching the player journey through data and automation
Games24x7, an Indian online gaming platform with over 100 million players, partnered with Databricks to unify data operations and automate data pipelines supporting its machine-learning-driven hyper-personalization and fraud detection systems. The move deployed fraud prediction models 16% faster and reduced operational costs for BI workloads by 20%, while a marketing optimization platform built on the Databricks Data + AI Platform tracks and scales campaign performance.
Cyera scales agentic AI across 1,500 employees with Claude Enterprise
Cyera, an AI data security platform, rolled out Claude Cowork company-wide to all 1,500 employees in 17 days, connecting it to 40 tools including Slack, Salesforce, Asana, Google Drive and Notion, plus a governed Snowflake semantic layer of 40 documented tables built by its data engineering team. Weekly active usage of Claude reached 88% across the company. A scheduled task now triages Cyera's internal Ask Claude Slack channel, cutting daily triage from five-to-six hours to about 30 minutes, and the legal team launched a Cowork plugin with 20 playbooks that pre-reviews inbound vendor NDAs against Cyera's negotiating positions.
CyeraClaude Enterprise · Claude Cowork · Claude CodeNTT DATA Transforms Its Enterprise with Agentic AI in Microsoft Fabric, Azure AI Foundry
NTT DATA adopted Microsoft Fabric data agents integrated with Azure AI Agent Service to build conversational, autonomous AI agents that let employees query enterprise data in natural language and get role-specific insights and recommended actions. Early deployments included a suite of HR-focused agents analyzing staffing, chargeability and productivity data, and agents monitoring back-office KPIs. The AI-driven platform delivered at least 50% faster time to market for new data solutions and improved productivity across HR, sales and operations functions.
NTT DATA· JapanMicrosoft Fabric · Azure AI Agent Service · Azure AI Foundry +1
Aegean Airlines uses AI-guided orchestration to personalize passenger journeys
Aegean Airlines connected customer profiles via Oracle Unity Data Platform and used AI embedded in Unity to segment travelers and predict likely needs, such as compensation after a misconnection or targeted upgrade offers. Oracle Marketing then automates journeys across email, web, mobile, and service touchpoints in real time. Aegean saw a tenfold increase in personalization volume, 60% faster marketing analysis, 30% productivity increase, and 40% revenue increase from targeted campaigns.
Aegean Airlines· GreeceOracle Fusion Unity Data Platform · Oracle Fusion Cloud MarketingEuropean automotive marketer uses AI to target engaged customers and lifts open rates 50%
A regional automotive marketing organization covering more than 30 European countries used Oracle Unity and Oracle Marketing with AI to identify which email messages and digital touchpoints are likely to engage customers based on profile and behavior. The organization runs more than 120 always-on automated campaigns, seeing a 50% increase in email open rates, a 230% increase in lead submissions, and a 5% increase in order uptake.
PwC uses AI-driven send-time and audience scoring to improve campaign relevance
PwC France & Maghreb embedded AI models in Oracle Marketing to determine optimal send times, detect audience fatigue to avoid over-contacting, and score accounts by engagement potential and service-line interest, shifting from broad regional campaign lists to intent-based segments.
Accelerating CRM impact with GenAI-powered insights
Natura Cosmeticos built a GenAI-powered reporting system on the Databricks Data + AI Platform, using foundation models and AI Search to automatically generate CRM campaign report summaries in Portuguese and Spanish across six countries, cutting reporting cycle times by 64% and lifting CRM-driven revenue by 23.5%.
Threading the needle for fashion resale success
ThredUp unified its data on the Databricks Data + AI Platform, using ML models for personalization, pricing, and inventory flow, and adopted Unity Catalog and the AI Playground for LLM experimentation, cutting ML model training from weeks to days and reducing new analyst onboarding from two weeks to four days.
ThredUpDatabricks · Delta Lake · Lakeflow Jobs +1Leading the multichannel entertainment and wagering business
Tabcorp unified data on the Databricks Data + AI Platform to build a single customer view, an AI-powered risk scoring model for safer gambling, and a Next Best Experience recommendation engine that grew from 5 to 40+ production models, plus an in-house GenAI platform called Tab Intelligence built on Llama 3, delivering $1.75M in platform savings.
Tabcorp· AustraliaDatabricks · Agent Bricks · Delta Lake +3Unifying Data Silos to Power Global Personalization
CASETiFY unified marketing, sales and behavioral data on the Databricks Data + AI Platform, enabling marketing mix modeling, customer lifetime value prediction and generative AI-embedded customer service tools, driving double-digit year-over-year growth in repeat customer revenue and a 20% reduction in data transformation costs.
CASETiFYDatabricks · Agent Bricks · Databricks SQL +2Epsilon Accelerates Privacy-Safe Marketing
Epsilon leverages Databricks to unify client data, automate privacy-compliant lineage tracking, and power secure, AI-driven marketing. With Unity Catalog and generative AI, Epsilon accelerates onboarding, empowers marketers to answer strategic business questions in natural language, and sets up clean rooms in under 48 hours for privacy-safe advertising campaigns.
EpsilonDatabricks · Unity CatalogMars Wrigley Scales Global Insights
Mars Wrigley utilizes the Databricks Data + AI Platform to inform data-driven decisions that enhance consumer experiences worldwide, overcoming model scalability challenges to build standardized, reusable AI and analytics capabilities for multiple markets, with precision in pricing, promotions, and purchasing experiences.
ActionIQ Unlocks Customer Data
ActionIQ empowers brands to activate data across every channel by democratizing customer data for non-technical teams. Integration with Databricks enables immediate, secure access to new datasets via Unity Catalog and powers real-time personalization, analytics, and marketing orchestration, with GenAI providing novel interfaces for broader data access.
ActionIQDatabricks · Unity CatalogModernizing Customer Engagement With Databricks and Uniphore
LastPass partnered with Databricks and Uniphore to transform their marketing data foundation, unifying web, CRM and behavioral signals into a composable CDP. Within six months, LastPass activated audience targeting, trialist reactivation and improved suppression lists, achieving a 66% reduction in paid social purchase cost per acquisition and 50% reduction in trial cost per acquisition.
LastPassDatabricks · Uniphore · Delta SharingModernizing Fuel Access in Underserved Communities
Puma Energy invested in the Databricks Data + AI Platform with Agent Bricks to predict fuel stockouts, generate safety audit reports, and personalize loyalty offers across Latin America, Africa and Asia-Pacific. The company decreased data latency by 98-99% (from 4-5 hours to under 5 minutes), reduced fuel stockouts by more than 20%, and cut data costs by 15%.
Puma EnergyDatabricks · Delta Lake · Unity Catalog +4BC Card Unifies Payments Data to Power Innovation
BC Card, a South Korean payments company serving more than 40 client companies and 36 million members, adopted the Databricks Data + AI Platform to unify previously siloed data search, processing, analysis and visualization environments. It built an internal AI agent that learns from metadata and usage patterns to help business users locate data, reduced data processing time by 90%, cut marketing data-error costs by more than 50%, and lowered platform operation costs by 60%, while complying with Korea's data protection laws via Unity Catalog governance controls.
BC Card· South KoreaDelta Lake · Databricks SQL · Unity Catalog +1Transforming Data Into Member Value: Building a Modern Data Ecosystem
Nationwide Building Society, the UK's largest building society managing £367.9 billion in assets, implemented the Databricks Data + AI Platform in 12 months to consolidate 17 of its 19 data warehouses into a single governed lakehouse on Azure. The platform uses Unity Catalog for governance across more than 5,000 internal users, MLflow for model management, and AI/BI Genie for natural-language queries, supporting personalization, fraud prevention and regulatory reporting for over 24.5 million customers.
Nationwide Building Society· United KingdomUnity Catalog · MLflow · Delta Lake +2Intent HQ Powers Personalization With AI
Intent HQ built IntentOne, an agentic framework on the Databricks Data + AI Platform, to automate marketing campaign optimization, testing and real-time delivery without requiring technical expertise. Lakebase serves as the operating system letting agents share insights and reason across customer data, with Model Serving, Unity Catalog and built-in compliance providing enterprise-grade privacy for sensitive data. The platform lets marketers launch thousands of targeted campaigns in seconds rather than weeks.
Intent HQLakebase · Model Serving · Unity CatalogCafe24 Scales E-Commerce Growth With Data and AI
Cafe24, Korea's largest online shopping mall platform supporting more than 2 million brands, consolidated fragmented data (300+ GB of daily logs across 700+ tables) onto the Databricks Data + AI Platform to standardize KPIs and connect analytics directly to operational execution for its Cafe24 PRO service. Data flows through a medallion-architecture lakehouse governed by Unity Catalog, with Agent Bricks, Databricks' multi-agent AI framework, decomposing complex analytical tasks across specialized AI agents that collaborate on reasoning, analysis and execution for promotions, merchandising and marketplace operations. Business users access insights through BI dashboards and natural-language interfaces. Over a six-month period, brands using Cafe24 PRO saw a 24% increase in total revenue, a 64% increase in average order value, and a 36% increase in new customers; manual marketplace operations work dropped from more than three hours to under five minutes per marketplace.
Cafe24· South KoreaAgent Bricks · Unity Catalog · AI/BITurning 700T Customer Signals into Media Intelligence
MiQ, a global programmatic media partner, built Sigma, an advertising platform on the Databricks Data + AI Platform, to unify more than 700 trillion fragmented customer signals across watching, browsing and buying activity into a single governed intelligence layer. Data flows through a medallion architecture on Delta Lake with Unity Catalog governance, and Databricks SQL serves dashboards, Genie Spaces and agent queries. MiQ built a Planning Agent using two Genie spaces (unified consumer signals and historical campaign data) plus Vector Search to translate natural-language audience descriptions into activation segments, letting non-technical marketers go from audience discovery to media plan recommendations in minutes instead of days. Sigma has powered over 40,000 campaigns for more than 2,300 advertisers since launch, with campaigns returning 2.2x the ROI of standard programmatic campaigns; campaign planning and analysis that once took 6+ hours now takes roughly 5 minutes, and AI-assisted optimization workflows cut storage needs by 50%.
MiQDelta Lake · Unity Catalog · Databricks SQL +3How Unified Marketing Data Intelligence Unlocked an Estimated $1.3M in Annual Productivity
Red Hat's marketing analytics team built the Marketing Insights and Navigation Engine (MINE), an internal conversational platform giving marketers trusted, real-time access to campaign performance, pipeline data, and metric definitions previously scattered across dashboards, documents, and internal tools. MINE runs on Red Hat OpenShift for the frontend (SSO integration, environment separation) and the Databricks Data + AI Platform for the backend, using a Lakehouse architecture and Unity Catalog for centralized governance, access control, and lineage. Built after 20 stakeholder focus groups, MINE improved time-to-insight by 70%, saving an estimated 34,000 hours annually and delivering an estimated $1.3 million in annual productivity value.
Red HatAgent Bricks · Unity Catalog · Red Hat OpenShift
ABN AMRO's financial services digital transformation at a global scale with Databricks
ABN AMRO, the third-largest bank in the Netherlands, moved from a centralized on-premises data warehouse and siloed teams to the Azure Databricks Data + AI Platform, operationalizing it within a couple of months. The platform, using Delta Lake for reliable data pipelines and MLflow for deploying machine learning models, gave over 500 engineers, scientists and analysts shared access to data. ABN AMRO uses the platform for machine learning-based fraud detection to identify anomalous behavior such as money laundering, a marketing automation stack for faster, more relevant customer product recommendations, and a client dashboard giving support teams a near real-time view of customer assets and transactions. The bank delivered its use cases 10 times faster than with its previous infrastructure, with over 100 additional use cases planned.
ABN AMRO· NetherlandsDatabricks Data + AI Platform · Delta Lake · MLflow +2Operationalizing Analytics Data at Scale (DEICHMANN SE)
DEICHMANN SE, Europe's largest footwear retailer with roughly 4,700 stores in more than 30 countries and about 8.7 billion euros in 2024 revenue, adopted Databricks Lakebase, a managed PostgreSQL database integrated with its Databricks Lakehouse, to activate governed customer and product data for e-commerce marketing without building separate integration pipelines. Lakebase reduced a data-product publishing pipeline to 3 clicks and about 30 seconds, and is now in production across Europe feeding SAP Emarsys for e-commerce marketing.