AI use cases for Marketing
20 documented implementations
Aegean Airlines uses AI-guided orchestration to personalize passenger journeys
Aegean Airlines connected customer profiles via Oracle Unity Data Platform and used AI embedded in Unity to segment travelers and predict likely needs, such as compensation after a misconnection or targeted upgrade offers. Oracle Marketing then automates journeys across email, web, mobile, and service touchpoints in real time. Aegean saw a tenfold increase in personalization volume, 60% faster marketing analysis, 30% productivity increase, and 40% revenue increase from targeted campaigns.
Aegean Airlines· GreeceOracle Fusion Unity Data Platform · Oracle Fusion Cloud MarketingEuropean automotive marketer uses AI to target engaged customers and lifts open rates 50%
A regional automotive marketing organization covering more than 30 European countries used Oracle Unity and Oracle Marketing with AI to identify which email messages and digital touchpoints are likely to engage customers based on profile and behavior. The organization runs more than 120 always-on automated campaigns, seeing a 50% increase in email open rates, a 230% increase in lead submissions, and a 5% increase in order uptake.
PwC uses AI-driven send-time and audience scoring to improve campaign relevance
PwC France & Maghreb embedded AI models in Oracle Marketing to determine optimal send times, detect audience fatigue to avoid over-contacting, and score accounts by engagement potential and service-line interest, shifting from broad regional campaign lists to intent-based segments.
Accelerating CRM impact with GenAI-powered insights
Natura Cosmeticos built a GenAI-powered reporting system on the Databricks Data + AI Platform, using foundation models and AI Search to automatically generate CRM campaign report summaries in Portuguese and Spanish across six countries, cutting reporting cycle times by 64% and lifting CRM-driven revenue by 23.5%.
Threading the needle for fashion resale success
ThredUp unified its data on the Databricks Data + AI Platform, using ML models for personalization, pricing, and inventory flow, and adopted Unity Catalog and the AI Playground for LLM experimentation, cutting ML model training from weeks to days and reducing new analyst onboarding from two weeks to four days.
ThredUpDatabricks · Delta Lake · Lakeflow Jobs +1
Leading the multichannel entertainment and wagering business
Tabcorp unified data on the Databricks Data + AI Platform to build a single customer view, an AI-powered risk scoring model for safer gambling, and a Next Best Experience recommendation engine that grew from 5 to 40+ production models, plus an in-house GenAI platform called Tab Intelligence built on Llama 3, delivering $1.75M in platform savings.
Tabcorp· AustraliaDatabricks · Agent Bricks · Delta Lake +3Unifying Data Silos to Power Global Personalization
CASETiFY unified marketing, sales and behavioral data on the Databricks Data + AI Platform, enabling marketing mix modeling, customer lifetime value prediction and generative AI-embedded customer service tools, driving double-digit year-over-year growth in repeat customer revenue and a 20% reduction in data transformation costs.
CASETiFYDatabricks · Agent Bricks · Databricks SQL +2Epsilon Accelerates Privacy-Safe Marketing
Epsilon leverages Databricks to unify client data, automate privacy-compliant lineage tracking, and power secure, AI-driven marketing. With Unity Catalog and generative AI, Epsilon accelerates onboarding, empowers marketers to answer strategic business questions in natural language, and sets up clean rooms in under 48 hours for privacy-safe advertising campaigns.
EpsilonDatabricks · Unity CatalogMars Wrigley Scales Global Insights
Mars Wrigley utilizes the Databricks Data + AI Platform to inform data-driven decisions that enhance consumer experiences worldwide, overcoming model scalability challenges to build standardized, reusable AI and analytics capabilities for multiple markets, with precision in pricing, promotions, and purchasing experiences.
ActionIQ Unlocks Customer Data
ActionIQ empowers brands to activate data across every channel by democratizing customer data for non-technical teams. Integration with Databricks enables immediate, secure access to new datasets via Unity Catalog and powers real-time personalization, analytics, and marketing orchestration, with GenAI providing novel interfaces for broader data access.
ActionIQDatabricks · Unity CatalogModernizing Customer Engagement With Databricks and Uniphore
LastPass partnered with Databricks and Uniphore to transform their marketing data foundation, unifying web, CRM and behavioral signals into a composable CDP. Within six months, LastPass activated audience targeting, trialist reactivation and improved suppression lists, achieving a 66% reduction in paid social purchase cost per acquisition and 50% reduction in trial cost per acquisition.
LastPassDatabricks · Uniphore · Delta SharingModernizing Fuel Access in Underserved Communities
Puma Energy invested in the Databricks Data + AI Platform with Agent Bricks to predict fuel stockouts, generate safety audit reports, and personalize loyalty offers across Latin America, Africa and Asia-Pacific. The company decreased data latency by 98-99% (from 4-5 hours to under 5 minutes), reduced fuel stockouts by more than 20%, and cut data costs by 15%.
Puma EnergyDatabricks · Delta Lake · Unity Catalog +4BC Card Unifies Payments Data to Power Innovation
BC Card, a South Korean payments company serving more than 40 client companies and 36 million members, adopted the Databricks Data + AI Platform to unify previously siloed data search, processing, analysis and visualization environments. It built an internal AI agent that learns from metadata and usage patterns to help business users locate data, reduced data processing time by 90%, cut marketing data-error costs by more than 50%, and lowered platform operation costs by 60%, while complying with Korea's data protection laws via Unity Catalog governance controls.
BC Card· South KoreaDelta Lake · Databricks SQL · Unity Catalog +1Transforming 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 +3How 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.