How Brands Like Klarna And Mars Are Using AI in Marketing Operations

With the initial buzz around AI settling, marketing teams are now leveraging it in creative and efficient ways. We’re witnessing some fascinating case studies as a result.

Leading Brands Embrace AI 🌟

Mailchimp, Klarna, JPMorgan Chase, and Mars are at the forefront, integrating AI throughout their marketing processes. From brainstorming and content creation to analytics and optimization, these brands are reaping significant benefits such as streamlined operations, cost savings, and enhanced creativity.

Mailchimp: Accelerating Creativity with AI 🤖

AI Integration: From brainstorming to campaign execution.
Campaign Success: “Clustomers” campaign used AI image generation tools (DALL-E and MidJourney) for quick visualization and real-time adjustments.
Results: Top 5% of Ipsos ads, with AI speeding up the creative process.
Global Personalization: AI-generated script variations, ensuring authentic localization.
AI Fluency: Continuous experimentation with AI tools empowers teams to uncover new use cases and harness AI’s potential as an “equalizer and accelerator.”
Quote: “We landed on this concept in the first of our meetings,” said CMO Michelle Taite. “Usually, it takes about five meetings to get alignment on a creative concept. AI gave us the ability to ‘show versus tell’ when ideating the concept.”

Klarna: AI-Driven Efficiencies and Savings 💡

Image Generation: Created over 1,000 images in Q1 2024, reducing costs by $6 million annually.
Copywriting: Proprietary AI handles 80% of marketing copy tasks.
Workflow Integration: AI “copilots” at every stage, reducing Q1 2024 sales and marketing expenditure by 11%.
Cost Savings: AI integration accounts for 37% of cost savings, estimated at $10 million annually.
Quote: “This AI-driven process has transformed our creative timelines from six weeks to just seven days,” said CMO David Sandstrom.

JPMorgan Chase: AI at Every Touchpoint 💼

Investment: Billions in cloud infrastructure and AI deployment.
Generative AI: Partnership with Persado for high-performing marketing copy.
Results: AI-generated ad copy delivers click-through rates up to 450% higher than human-written equivalents.
Expansion: Plans to extend AI to internal communications, customer service prompts, and beyond.
Quote: Kristin Lemkau, former CMO and now CEO of JPMorgan Chase Wealth Management, noted the surprising effectiveness of AI in generating creative copy that human marketers might not have imagined.

Mars: Predicting Ad Effectiveness with AI 🍫

Proprietary Tool: Agile Creative Expertise (ACE) predicts ad effectiveness with 85% accuracy.
Data Analysis: Uses AI to analyze eye tracking, facial expressions, and traditional metrics.
Optimization Benefits: Generated over $30 million by improving media targeting and impulse purchases.
Quote: Mars sees this AI ad testing approach as a major competitive advantage for driving data-driven marketing excellence.

The Future of AI in Marketing 🌐

Brands like Mailchimp, Klarna, JPMorgan Chase, and Mars demonstrate that AI can be a collaborative creative force, efficiency catalyst, and customer engagement enhancer. By strategically integrating AI across marketing workflows, these companies streamline operations, reduce costs, and unlock novel creative possibilities.

As generative AI continues to advance, more brands will follow, pushing the boundaries and driving marketing capabilities into new territories. The future is intelligent — but only for those who embrace it on their terms.

Dig Deeper: Explore more on integrating AI into marketing operations, aligning platforms, data, and processes to maximize efficiency and creativity.