Generative AI Marketing Case Studies: The Ultimate List

Marketing professors today face a new challenge:

AI isn't just another trend to mention in a lecture - it’s reshaping the foundations of how brands reach, persuade, and serve their audiences.

Students don’t just need to understand what AI is; they need to see how it's already being used in the real world, by companies large and small, successful and struggling. They need examples from case studies and marketing simulations that are concrete, discussable, and recent enough to matter.

This collection of case studies is designed to help.

Each example shows exactly how a company has applied Generative AI (not traditional automation, but real content- and campaign-generation tools) to solve a marketing challenge.

Each case includes the business context, the GenAI application, the results achieved — and ready-to-use classroom discussion prompts.

Whether you're building a module on AI in marketing, refreshing your examples for a digital marketing course, or designing a new elective, these cases are made to slot straight into your teaching with minimal prep.

Use them to spark debate, critical thinking, and deeper understanding — and to show students that AI marketing is not theory. It’s already happening. 1. Microsoft: AI-Generated Surface Ad

• Company: Microsoft

• Challenge: Produce a high-quality advertisement for Surface devices efficiently.

• GenAI Application: Utilized GenAI tools for scripting, storyboarding, and generating background visuals.

• Results: Achieved a 90% reduction in time and cost compared to traditional methods; viewers did not notice the AI-generated elements.

• Discussion Prompts:

  • What are the implications of using AI in advertising for consumer perception?

  • How does AI integration affect the authenticity of marketing content?

  • What ethical considerations arise when AI-generated content is indistinguishable from human-made content?​ The Verge
    

2. Coca-Cola: AI-Generated Holiday Ads

• Company: Coca-Cola

• Challenge: Create personalized holiday advertisements efficiently.

• GenAI Application: Employed GenAI to produce multiple versions of holiday ads tailored to different U.S. cities.

• Results: Successfully generated thousands of digital content pieces quickly; however, faced criticism over the quality and authenticity of AI-generated visuals.

• Discussion Prompts:

  • How does the use of AI in advertising impact brand image and consumer trust?

  • What are the potential risks and rewards of using AI for personalized marketing?

  • How should companies address backlash related to AI-generated content? Wall Street Journal
    

3. Headway: AI-Enhanced Ad Performance

• Company: Headway (Ukrainian edtech startup)

• Challenge: Improve ad performance and reduce production costs.

• GenAI Application: Used AI tools like Midjourney and HeyGen to create user-generated content-style video ads and AI-generated images for static ads.

• Results: Achieved a 40% increase in ROI for video ads; reached 3.3 billion impressions in the first half of 2024.

• Discussion Prompts:

  • What are the advantages of using AI for content creation in marketing?

  • How does AI-generated content influence audience engagement and perception?

  • What considerations should be made when integrating AI into marketing strategies?​ WSJ
    

4. Misela: AI-Driven Fashion Campaign

• Company: Misela (Handbag brand)

• Challenge: Produce a global marketing campaign showcasing products in diverse settings without extensive travel.

• GenAI Application: Utilized AI to generate images of models in various international locations, integrating real product images into AI-created backgrounds.

• Results: Significantly reduced production time and costs; created a campaign that appeared to be shot in multiple global locations.

• Discussion Prompts:

  • How can AI-generated imagery enhance or detract from brand storytelling?

  • What are the ethical implications of using AI to simulate real-world settings?

  • How does AI influence the creative process in fashion marketing? ​Financial Times
    

5. Estée Lauder: AI in Copywriting and Customer Service

• Company: Estée Lauder Companies (ELC)

• Challenge: Enhance customer service efficiency and content creation.

• GenAI Application: Implemented GenAI for analyzing customer service interactions and generating SEO-optimized copy for websites.

• Results: Improved accuracy in classifying customer inquiries; increased productivity in content creation.

• Discussion Prompts:

  • In what ways can AI improve customer service experiences?

  • How does AI-generated content affect brand voice and consistency?

  • What are the potential challenges of relying on AI for customer interactions? WSJ

6. Nutella: Personalized Packaging with AI

• Company: Nutella

• Challenge: Create unique packaging to enhance customer engagement and brand differentiation.

• GenAI Application: Utilized AI algorithms to design 7 million unique jar labels, each with distinct patterns and colors, while maintaining brand identity.

• Results: All uniquely designed jars sold out within a month, significantly boosting brand visibility and consumer interest.

• Discussion Prompts:

  • How does personalization in packaging influence consumer purchasing behavior?

  • What are the potential challenges in maintaining brand consistency with AI-generated designs?

  • How can AI-driven personalization be scaled across different product lines?​ TheKeenFolks
    

7. Nike: AI-Powered Tribute to Serena Williams

• Company: Nike

• Challenge: Celebrate Serena Williams's career in a unique and engaging manner.

• GenAI Application: Developed an AI-generated video simulating a match between Serena's 1999 and 2017 selves, analyzing her playing style evolution.

• Results: The campaign garnered significant attention, showcasing Nike's innovative approach to storytelling and honoring athletic achievements.

• Discussion Prompts:

  • What are the ethical considerations in using AI to recreate real individuals in marketing?

  • How can AI enhance storytelling in sports marketing?

  • What impact does such innovative content have on brand perception?​ New York Post
    

8. Heinz: Embracing AI in Advertising

• Company: Heinz

• Challenge: Demonstrate brand recognition and creativity using AI-generated content.

• GenAI Application: Used DALL·E 2 to generate images of ketchup in various scenarios, highlighting that AI often depicted ketchup resembling Heinz products.

• Results: The campaign went viral, reinforcing Heinz's iconic status and sparking conversations about AI's role in creativity.

• Discussion Prompts:

  • How does AI's interpretation of brand elements influence marketing strategies?

  • What are the implications of AI-generated content on consumer perceptions?

  • How can brands leverage AI to reinforce their identity?

    ​Social Media Strategies Summit Blog
    

9. Coca-Cola: 'Create Real Magic' Campaign

• Company: Coca-Cola

• Challenge: Engage consumers and artists in co-creating brand content using AI.

• GenAI Application: Launched a platform combining GPT-4 and DALL·E 2, allowing users to create original artwork using Coca-Cola's brand assets.

• Results: Selected artworks were displayed in prominent locations like Times Square, enhancing brand engagement and showcasing AI's creative potential.

• Discussion Prompts:

  • What are the benefits and risks of crowdsourcing brand content through AI platforms?

  • How does involving consumers in content creation affect brand loyalty?

  • What measures can ensure brand consistency in user-generated AI content?​ Invoca
    

10. Toys 'R' Us: AI-Generated Brand Film

• Company: Toys 'R' Us

• Challenge: Reintroduce the brand to the market with a compelling narrative.

• GenAI Application: Collaborated with Native Foreign to create a 66-second AI-generated film depicting the founder's journey, blending history with fantasy.

• Results: The film received mixed reactions, sparking discussions about AI's role in storytelling and brand revival strategies.

• Discussion Prompts:

  • How can AI-generated content influence brand resurgence efforts?

  • What are the potential pitfalls of using AI in emotional storytelling?

  • How does AI integration affect audience connection with legacy brands?​ theaustralian.com.au

11. Otto's Grotto: AI-Enhanced E-commerce Operations

• Company: Otto's Grotto (Indiana-based online sticker shop)

• Challenge: Scale a small business efficiently without extensive resources.

• GenAI Application: Therese Waechter, the owner, utilized AI tools like Jasper and ChatGPT for writing product descriptions, generating hashtags, and designing her Shopify storefront. She also coined the term "vibe coding" to describe using AI to generate and refine code, especially for Shopify’s Liquid language.

• Results: More than doubled business revenue in 2024; enhanced website functionality and aesthetics without hiring a developer.

• Discussion Prompts:

  • How can small businesses leverage AI to compete with larger enterprises?

  • What are the potential risks and rewards of relying on AI for core business operations?

  • How does AI integration affect the authenticity and uniqueness of a brand? ​Business Insider
    

12. Amarra: AI-Driven Content and Inventory Management

• Company: Amarra (New Jersey-based formal gown distributor)

• Challenge: Enhance efficiency in content creation and inventory management.

• GenAI Application: Used ChatGPT to write product descriptions, reducing content creation time by 60%. Implemented an AI-powered inventory management system to predict stock needs based on historical data and seasonal trends.

• Results: Decreased overstocking by 40%; improved customer service with AI chatbots handling 70% of inquiries.

• Discussion Prompts:

  • What are the benefits and challenges of integrating AI into supply chain management?

  • How does AI influence customer service quality and responsiveness?

  • What strategies can businesses employ to balance AI automation with human oversight? ​Business Insider
    

13. Must Have Ideas: AI-Powered TV Shopping Channel

• Company: Must Have Ideas (Kent-based online retailer)

• Challenge: Enter the TV shopping market without incurring high production costs.

• GenAI Application: Developed an in-house AI system named Spark to stitch together pre-recorded clips, creating a 24/7 AI-directed TV shopping channel on Sky.

• Results: Significant sales boost; attracted a loyal customer base with high engagement.

• Discussion Prompts:

  • How can AI revolutionize traditional marketing channels like TV shopping?

  • What are the implications of AI-generated content on consumer trust and engagement?

  • How does AI integration affect the scalability of marketing strategies?​ The Times
    

14. OneOff: AI-Driven Fashion Search Platform

• Company: OneOff (AI-powered fashion search platform)

• Challenge: Simplify the shopping experience by connecting consumers with celebrity and creator-inspired styles.

• GenAI Application: Utilized large language models like ChatGPT and Google's Gemini to deliver search results for outfits styled after creators like Hailey Bieber and Addison Rae.

• Results: Streamlined the monetization process for creators; enhanced personalization features for users.

• Discussion Prompts:

  • How does AI influence personalization in the fashion industry?

  • What are the potential benefits and drawbacks of AI-curated shopping experiences?

  • How can AI impact the relationship between creators, brands, and consumers?​ Vogue Business
    

15. Peec AI: Optimizing AI Search Visibility

• Company: Peec AI (Berlin-based AI search analytics company)

• Challenge: Enhance brand visibility in AI-driven search platforms.

• GenAI Application: Developed a SaaS platform to monitor visibility and ranking across major AI search tools, providing insights to improve clients’ AI search presence.

• Results: Recognized for its pioneering approach in AI-centric SEO; secured $205.3K in funding for further development.

• Discussion Prompts:

  • How is the rise of AI search platforms changing traditional SEO strategies?

  • What are the challenges in optimizing content for AI-generated search results?

  • How can businesses adapt to maintain visibility in an AI-driven search landscape? en.wikipedia.org

16. Omneky: AI-Driven Ad Creative Generation

• Company: Omneky (San Francisco-based AI advertising platform)

• Challenge: Enable brands to produce personalized, scalable ad creatives efficiently.

• GenAI Application: Utilized GenAI to generate and test different ad creatives, analyze performance data, and optimize campaigns.

• Results: Streamlined ad creation process, allowing for rapid testing and optimization across platforms.

• Discussion Prompts:

  • How can AI enhance the efficiency of ad creative development?

  • What are the potential risks of relying on AI for creative processes?

  • How does AI-driven personalization impact consumer engagement? ​Wikipedia
    

17. Neuroflash: AI-Powered Content Creation

• Company: Neuroflash (Hamburg-based AI content creation company)

• Challenge: Assist businesses in producing engaging marketing content efficiently.

• GenAI Application: Developed AI-driven content creation software incorporating neuropsychological insights to generate various types of marketing content.

• Results: Enabled businesses to produce high-quality content tailored to their target audience's subconscious preferences.

• Discussion Prompts:

  • How can neuropsychological insights enhance AI-generated content?

  • What ethical considerations arise when targeting subconscious consumer behaviors?

  • How does AI influence the authenticity of marketing messages? ​Wikipedia
    

18. Colossyan: AI-Generated Corporate Training Videos

• Company: Colossyan (AI video generation platform)

• Challenge: Create corporate training videos without the need for extensive production resources.

• GenAI Application: Utilized GenAI to produce training videos with AI avatars delivering scripted content in multiple languages.

• Results: Enabled companies to produce multilingual training content efficiently, enhancing employee learning experiences.

• Discussion Prompts:

  • How can AI-generated videos improve corporate training programs?

  • What are the potential drawbacks of using AI avatars in training materials?

  • How does AI impact the personalization of employee learning experiences?​ Wikipedia
    

19. Anyword: AI-Optimized Marketing Text

• Company: Anyword (AI language processing company)

• Challenge: Generate and optimize marketing text for various platforms efficiently.

• GenAI Application: Employed GenAI to create and refine marketing copy for websites, social media, emails, and ads.

• Results: Assisted brands in producing effective marketing messages, enhancing engagement and conversion rates.

• Discussion Prompts:

  • How does AI influence the tone and effectiveness of marketing copy?

  • What are the implications of AI-generated text on brand voice consistency?

  • How can businesses ensure the ethical use of AI in content creation?​ Wikipedia
    

20. RTB House: AI-Powered Personalized Advertising

• Company: RTB House (Poland-based advertising technology company)

• Challenge: Deliver personalized advertising campaigns effectively.

• GenAI Application: Implemented deep learning algorithms to predict user behavior and interests, enabling precise customer segmentation and personalized ad delivery.

• Results: Enhanced advertising campaign effectiveness by 41–50%, improving ROI for clients.

• Discussion Prompts:

  • How can AI improve the precision of targeted advertising?

  • What privacy concerns arise from AI-driven personalized ads?

  • How does AI affect consumer perceptions of targeted marketing? ​Wikipedia