Redefining Retail Personalisation with AI-Powered Dynamic Creatives

Client: John Lewis

John Lewis, in collaboration with MG OMD, embarked on a ground-breaking journey to elevate creative personalisation in advertising. Leveraging OMG's ArtBot technology, they implemented a sophisticated Dynamic Creative Optimisation (DCO) strategy that adjusts creative elements based on time of day and weather conditions.

The campaign focused on John Lewis's Home category, aiming to increase traffic and consideration through highly contextual advertising. ArtBot generated tailored creatives, such as cosy indoor furniture for rainy days and garden accessories for sunny weather.

The results spoke volumes: -35% increase in GA4 engaged session rate for dynamic creatives -20% drop in cost per engaged session -6% increase in Return on Advertising Spend (ROAS)

These outcomes demonstrated the effectiveness of DCO in capturing consumer attention and driving meaningful engagement.

Encouraged by this success, John Lewis plans to expand the DCO strategy across other categories and enhance collaboration with category teams to improve creative consistency.