Lavazza Pilots AI Personas to Optimize Marketing

Coffee company Lavazza Group is optimizing its marketing efforts, tapping into agentic technologies to test its innovation ideas against AI-created shoppers. 

The company is participating in an early pilot with Stravito’s AI Personas tool, which allows it to create interactive, diverse consumer profiles with simulated conversations so it can test ideas in real time before moving on to human focus groups. 

The technology uses segmentation research and the brand’s proprietary data to create the consumer profiles, cutting down on time and costs associated with manual efforts such as parsing through static PDF reports or disconnected tools. 

Lavazza employees can chat with AI personas about end-to-end marketing initiatives, including messaging, creative or product ideas, and can also upload images, packaging or PDFs into the discussion. They are also able to filter feedback by region or market for a hyperlocal approach.

Also: Newell also launched synthetic personas to expedite innovation