Accenture Retail Marketing Personalization · Sales Automation
A large e-commerce platform wanted more of its small and medium-sized sellers to buy targeted advertising, but its self-service ad portal was not educating merchants well enough, sellers were spending little to nothing on ads, and the company lacked the AI-assisted tooling and operational support needed to scale ad performance.
Reported impact
The retailer's advertising business gained stronger merchant adoption, more effective seller outreach and a higher-growth revenue engine, with AI and automation helping both the company and its SMB sellers improve campaign performance and monetization.
Accenture helped the unnamed e-commerce company rebuild its advertising operation as a blend of AI-enabled tooling and human campaign support. The team upgraded the self-service ad portal so merchants could understand and use advertising workflows more easily, then added real-time optimization capabilities driven by data, AI and generative AI. Sellers receive targeted ad suggestions designed to improve return on ad spend, while AI-generated post-call summaries and live campaign insights support the teams helping merchants improve performance. Accenture also deployed One CRM and OneGlass so account teams could manage conversations, activities and follow-ups in one place and automate personalized emails, campaign recommendations and WhatsApp messages at scale. Around that stack, the company built strategists, media managers, analysts and support agents, creating an operating model where AI guides outreach and optimization while humans coach sellers on the best next action.
Seller activity and campaign data feed the portal, CRM and AI services, which generate advertising recommendations, post-call summaries and campaign insights. Account teams then use One CRM and OneGlass to follow up through email, recommendations and WhatsApp messages while merchants act on the optimized advertising guidance.
"AI and gen AI initiatives offer post-call summaries and real-time campaign insights."
"Together, Accenture and the company created the technical infrastructure, tools and a team necessary to bring its advertising business to new heights."
"We also deployed One CRM and OneGlass solutions to help the ad team seamlessly manage conversations, activities and follow-ups with the accounts."
"more than 30% year-over-year growth in ad spending"
"the new solution taps into the power of data, AI and gen AI to provide real-time, customizable strategies for advertising optimization and seller interactions"
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