Tesco taps AI for hyper-personalised celeb marketing messages

Tesco has launched an AI-driven campaign that delivers hyper-personalized video messages featuring a digital avatar of Olympic gold medalist Jessica Ennis-Hill. This initiative, part of Tesco's "Stronger Starts" campaign, allows customers to support their favorite local charity community group by creating customized videos where Ennis-Hill mentions their name and cause. Developed by DRPG, the campaign aims to boost engagement by enabling customers to share these videos on social media, enhancing their personal connection to the cause while promoting community projects.

Tesco is using AI to offer customers hyper-personalised video messages, with celebrities acting as spokespeople for community projects, as part of its Tesco Stronger Starts initiative.

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.

Full story at Marketing / Beat.