The holiday season is the busiest time for brands and while some rely on hiring seasonal manpower to meet the growing demand, Kohl’s has turned to machine learning to help power through.
The company plans to incorporate artificial intelligence (AI) into digital media buying, which it had started in summer.
The chain is also testing AI in some of its marketing copy, like email subject lines and banner advertisements.
“The lower level, more tactile work is what’s being replaced, but we’re creating more strategic work in the process,” says Greg Revelle, Chief Marketing Officer, Kohl’s.
The company plans to spend half its holiday marketing budget which is US $ 100 million on digital advertising. Kohl’s approached Google recently in an effort to maximise its ad spend efficiency by incorporating machine learning. Despite that, officially, Publicis-owned Zenith continues to be Kohl’s omnichannel media partner.