Tesco taps AI for hyper-personalised celeb marketing messages

Developed by creative communications group DRPG, the new platform allows customers to make videos featuring Olympic gold medallist and former heptathlete Dame Jessica Ennis-Hill. The British track star will act as a spokesperson for the projects, delivering unique messaging which is personalised to each customer.

The video technology, which creates a hyper-realistic avatar of Jessica Ennis-Hill, comes as part of the supermarket’s ‘Stronger Starts’ campaign which supports a range of local projects focused on food security, children and young people.

The new AI campaign has been designed to encourage customers to vote for their chosen local charity or community group using Tesco’s in-store ‘blue token’ method, with the personalised video experience allowing consumers to focus in on their personal connection to the causes.

It works by allowing users to select from a list of local children’s groups who are part of the current ‘Tesco Stronger Starts’ voting round and give their reason for selecting that group.

AI technology then creates a video starring a Jessica Ennis-Hill avatar, who mentions customers by name and explains why their vote is going to a good cause. Consumers can then upload the video to their social channels to garner further support.

‘Tesco Stronger Starts’ wider social campaign is supported by BBH.  The new AI tool will be rolled out across social and email, with influencers demonstrating how it works.

Marketing Beat