AI use cases for Marketing
7 documented implementations
Transforming 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 +3
How 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.