How Leading Retailers Are Using AI to Scale with Precision

Retail marketers today are navigating one of the most rapid shifts in how content, insights, and campaigns are created. Generative AI is actively reshaping marketing operations, making them faster, more data-driven, and more personalized.

According to Jasper’s State of AI in Marketing 2025 report, 61% of retail marketing teams have already adopted AI. But what separates the leaders is not just using AI—it’s how they use it. The most effective teams are applying AI in targeted ways that enhance operational efficiency and maintain brand integrity.

Here are three ways top retailers are doing exactly that.

Anthropologie: Elevating SEO with a balanced AI-human workflow

In an increasingly crowded digital space made more complicated by LLMs, SEO is critical. For Anthropologie, AI has become a key tool for scaling SEO while preserving brand voice. The marketing team initially spent 80% of its time refining AI outputs to reflect the brand’s tone and only 20% automating keyword optimization. Since implementing Jasper, those ratios have reversed.

Now, 60% of the process is automated, allowing the team to spend just 40% validating and refining language. This shift has enabled the brand to expand its SEO strategy beyond fashion and into its home division, while deepening its understanding of evolving search behavior.

Adidas: Scaling product descriptions tailored to segments

Retail marketers are faced with the challenge of developing and maintaining content for vast product catalogs. At Adidas, the marketing team also targets multiple customer segments from high-performance athletes to fashion enthusiasts. With AI, the marketing team is able to generate consistent, engaging content and product descriptions tailored to distinct customer segments. 

But scale doesn’t come at the expense of relevance. Jasper’s contextual IQ layer plays a critical role in maintaining consistency across product details, style guides, tone, and brand characteristics

Wayfair: Creating on-brand visuals at scale 

Retailers must keep up with rising customer expectations for unique, high-quality visuals and personal experiences. Wayfair uses AI to produce visuals for their specialty brands at scale, maintaining the differences between each brand while making the online shopping experience more relevant for every customer. 

Even as automation accelerates asset creation, Wayfair’s creative teams play a crucial role, directing AI to ensure brand integrity and quality remain intact. By tracking speed, savings, and quality of AI-generated visuals, Wayfair strikes a balance between efficiency and exceptional brand experience.

Strategic use cases show AI’s potential in retail marketing

As AI becomes more deeply embedded in retail, the path forward is not full automation. It is smarter automation guided by human expertise. Retailers like Anthropologie, Adidas, and Wayfair are demonstrating how AI can deliver speed, consistency, and personalization—when paired with creative oversight and strategic alignment.

For enterprise marketers, the lesson is clear: the future of AI in retail is not about doing more with less. It’s about doing more with purpose.

Keep reading for data insights about how retail marketers are benefitting from AI today and where there is room to grow.

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