AI-based marketing tools are not one-size-fits-all. While Adore Me and luggage retailer Tumi take a hands-off approach that lets the algorithm do the heavy lifting others, such as women’s fitness apparel retailer Sweaty Betty, prefer to use the technology’s insights to help inform their human-based marketing decisions.

That reflects the nature of the technology, says Joe Stanhope, vice president and principal analyst at Forrester. “AI isn’t a product in of itself; it’s a technology that’s embedded in existing capabilities,” he says.

This article will explore artificial-intelligence powered marketing tactics of three retailers:

  • Lingerie retailer Adore Me’s hands-off AI-powered campaigns have produced a number of benefits, including a rise in sales.
  • Sweaty Betty takes a less hands-off approach but still uses AI marketing better understand its customers’ path to purchase (or not purchase).
  • Luggage retailer Tumi leverages AI marketing to target specific customers looking for specific things rather than sending a mass marketing message to everyone.

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