Use case CRM & AI decision making Orchestrate reduced marketing pressure and increased performance

Client: Clarins

Reducing Marketing Pressure while Driving Performance through AI Decisioning :

Facing increasingly over-solicited consumers and rising expectations for personalization, Clarins partnered with Notify AI to fundamentally rethink its CRM activation strategy. The objective was clear: reduce marketing pressure while improving engagement, business performance, and customer experience. At the core of the use case lies AI-driven CRM orchestration. Clarins entrusted Notify’s decisioning engine, ian, with real-time omnichannel arbitration. By continuously consolidating customer data, behavioral signals, contextual factors (timing, channel saturation, availability), and operational constraints, the AI dynamically selects the Best Offer, Best Timing, Best Channel, and Best Action for each individual. Rather than relying on batch campaigns and rigid rules, Clarins shifted to individual-level, real-time activation, allowing interactions to be triggered throughout the day, at the most relevant moment for each customer. This approach enabled hyper-individualization while significantly lowering global marketing pressure. The results demonstrate the power of AI decisioning applied to CRM orchestration. Clarins achieved higher engagement (+18%), stronger retention (+7 points), improved conversion rates (+20%), and a +13-point increase in Net Promoter Score, all while smoothing operational load on supply teams by desynchronizing order peaks from CRM campaign sends. This use case illustrates how AI decisioning is not about sending more messages, but about making better decisions—aligning brand values, customer expectations, and operational efficiency through intelligent, real-time orchestration.