AI is being rolled out across some marketing activities, while others remain in a testing phase. If campaign automation and personalisation are among the most advanced applications, visibility in AI search engines and advertising in ChatGPT are opening up new areas of work. Insights from Thibaud Rivals (Danone) at HighCo’s Retail en Action event on October 8, 2026, with mind Retail as a partner.
At Danone (2025 revenue: €27.3 billion, down by 0.3%), AI is used across the entire value chain, from R&D to sales teams. The marketing department relies on AI tools provided by its agencies and partners, particularly to produce campaign content and personalise it at scale. Between April and June 2026, the FMCG group ran this type of campaign across 6 brands, with AI adapting the creative assets. It combined purchasing data for its own brands and competitors with consumption occasions to delive
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Article authors
Sophie Baqué
Chief Editor of mind Retail