One asset library, AI driven variation, lower production cost
I helped move Bol.com from static programmatic advertising to a dynamic, personalised model, and the real change happened behind the scenes. Every creative asset went into one library, structured by a smart taxonomy of product, category, audience, moment and placement. On that structure, AI generated completely new executions automatically, on brand, for each audience and step in the path to purchase. A dashboard we built in house steered both the AI and the manual automation. One editorial pass checked tone and facts before the work went live. Production turned from a series of one offs into a system. Custom tools such as a Gift Finder used interest and behaviour to make that relevance visible to customers.
Bol.com needed more relevant creative across the path to purchase, without the cost and production load that personalisation usually brings.
One asset library with a smart taxonomy
AI generated variations, always on brand
One editorial pass, then live
18% reduction in production costs
36% more personalised creative variations
