The latest HalfPrice campaign has launched in a unique edition that Polish customers have never seen before. The graphic design has been created with the help of artificial intelligence. This pioneering project utilizing AI in marketing activities sets new directions for customer communication development.

- The images generated using AI for the latest HalfPrice Club campaign look absolutely stunning – there is no way to pass by them indifferently. They not only create a “story” about our club but also convey emotions that are characteristic of the brand – excitement, fascination, and fun. Since its inception, HalfPrice has been a brand with a very distinct character – this campaign simply had to happen – says Michał Kniaź, marketing director at HalfPrice – For us, the marketing department, this is also a test – how AI can support us in our daily work. The initial results exceeded our expectations. The speed of operation and the flexibility that artificial intelligence provides open up many possibilities for us – especially for higher quality communication with customers in real-time.

The new campaign promotes HalfPrice Club, a place for enthusiasts of global brands and hunters of the best promotions. Club members look forward to gems from well-known brands, in categories such as clothing, footwear, accessories, toys, as well as home furnishings and decor. Everything is even up to 80% cheaper. Club members also have access to additional special offers and are the first to learn about exclusive actions and promotions. Every new Club member receives a 10% discount to start, and then 20% discount on every third purchase of at least 100 PLN. Importantly, by shopping at HalfPrice, club members also gain benefits in the CCC Club. It is indeed the members of the HalfPrice Club who are represented by the characters visible in the creations made by artificial intelligence.

- Of course, we treat AI as a complement to existing tools and collaborations. We are at the very beginning of the journey of utilizing artificial intelligence in marketing departments. There is still much to be done here – in terms of tools, but primarily in the development of our Teams. Even today, we see the need to create a whole range of new competencies – from analytics to the creation of so-called prompters. I am convinced that there are many skills that will soon be needed that we don’t even know about yet – Michał Kniaź adds – AI is an exciting adventure for us that requires attention, wisdom, humility, but also openness and curiosity. Artificial intelligence exists, and we will not stop these changes. We are already learning to work with it – because we want to fully understand its capabilities, influence the shaping of its use, and seize the opportunities it opens up for us. Importantly, we also focus on transparent communication with the customer – on every graphic, we add a note stating that the image was generated by AI.

The HalfPrice campaign will be conducted in the coming months across all brand social media channels, OOH, and digital.