How 7-Eleven, Inc. Built a Game-Changing GenAI Creative Assistant for Marketing with Databricks
7-Eleven, Inc.
7-Eleven's AI Center of Excellence built a multi-agent GenAI marketing assistant using LangGraph and Databricks, moving beyond early document-based chatbots and basic RAG. The system includes a Campaign Creative Generator, Copywriter Bot, General Assistant, and Supervisor Agent that orchestrates workflow and reviews outputs, with human-in-the-loop review, web search for trend intelligence, and guardrails filtering toxicity, PII and off-policy responses. Databricks provides governance and observability via MLflow tracking, automated agent evaluation, and inference tables. The assistant reduced manual creative hours, with campaign concepting and scripting that used to take hours or days now generated, refined, and approved in minutes; user feedback included calling it 'a game changer' and 'better than ChatGPT.'
Overview
7-Eleven's AI Center of Excellence built a multi-agent GenAI marketing assistant using LangGraph and Databricks, moving beyond early document-based chatbots and basic RAG. The system includes a Campaign Creative Generator, Copywriter Bot, General Assistant, and Supervisor Agent that orchestrates workflow and reviews outputs, with human-in-the-loop review, web search for trend intelligence, and guardrails filtering toxicity, PII and off-policy responses. Databricks provides governance and observability via MLflow tracking, automated agent evaluation, and inference tables. The assistant reduced manual creative hours, with campaign concepting and scripting that used to take hours or days now generated, refined, and approved in minutes; user feedback included calling it 'a game changer' and 'better than ChatGPT.'
The challenge
As marketing shifted into digital channels, campaign demand surged at 7-Eleven. Every brief required fresh creative concepts, multi-channel copywriting, and flawless brand alignment. Existing vendor chatbots fell short: they lacked a consistent brand voice, were challenging to govern, and could not deeply integrate into established workflows. Early efforts with simple document-based chatbots and basic retrieval-augmented generation (RAG) managed straightforward queries but faltered when handling long, complex, image-heavy content.
The solution
7-Eleven's AI Center of Excellence built a multi-agent GenAI marketing assistant using LangGraph and Databricks, including a Campaign Creative Generator, Copywriter Bot, General Assistant, and Supervisor Agent that orchestrates workflow, routes requests, and reviews outputs. The system includes human-in-the-loop review, a web search agent for trend intelligence, and guardrails filtering toxicity, PII and off-policy responses. Databricks provides governance and observability via MLflow tracking, automated agent evaluation, and inference tables.
Reported business value
Campaign concepting and scripting that used to take hours or days is now generated, refined, and approved in minutes. User feedback included calling it 'a game changer,' 'we told vendors to stand down,' and 'better than ChatGPT.'
Sources
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