What was done, what was reported, and what remains unproven
Campaign, content-supply-chain, validation and operating-model cases with the evidence boundary kept visible.
Five kinds of case
Campaign craft
Coca-Cola, BMW Motorrad, Grana Padano, Swisscom and EFFIE A.I.WARDS used AI in creative or production workflows.
Content supply chain
MAKELINE centralises planning, production, adaptation, review and asset management for high-volume programmes.
Audience and creative validation
Mediaplus products model audiences or evaluate assets before activation; methodology matters as much as speed.
Media optimisation
The House-of-AI media layer connects research, planning, activation and measurement products.
Operating-model transformation
BMW/MINI Content Factory and MediaMarktSaturn MOMENTUM reorganise production across markets, not just individual prompts.
Creative campaign cases
For Coca-Cola's 2024 Holidays Are Coming work, Serviceplan describes custom generative workflows using historical brand assets from scripting through final edit and more than 100 localised versions across 24 markets. The case page reports an eight-week production, 20% of the usual budget and 90% faster delivery. It also displays impression figures that are not reconciled on the page, so this guide does not merge them into one result.
BMW Motorrad's Discover the world combined studio photography, CGI and Serviceplan Generate.AI to turn national flags into landscapes; no outcome metric is published. Grana Padano's Our Future has AI History used AI-generated faces and voices, with Serviceplan reporting 260 million reach and 332 million views. Swisscom sure and EFFIE A.I.WARDS document AI-assisted creative execution without proving that AI alone caused campaign performance.
Published vendor figures
Production transformation cases
The L'Oréal Belgium and Netherlands MAKELINE case covers four divisions, 35 brands and more than 200 stakeholders. Serviceplan reports a 50,000-plus asset database, 5,500-plus annual projects, 50% faster production and 30% cost savings. The page does not provide an independent methodology or comparison period, so every figure remains vendor reported.
THE MARCOM ENGINE says its AI-supported BMW and MINI Content Factory supplies 26 European markets with MAKELINE as the central platform, but gives no public cost or time result. MOMENTUM is a newly announced joint production organisation for MediaMarktSaturn across 11 planned markets. It is a rollout, not a completed-results case.
How this library scores evidence
AI use and business outcome are recorded separately.
- Name the client, workflow, markets and time period when the source does
- Attribute all case metrics to Serviceplan, Mediaplus or the named vendor
- Do not infer that AI caused reach, intent, ROI or award results
- Mark announced rollouts separately from completed programmes
- Keep unexplained metric conflicts visible instead of choosing one number
Serviceplan AI case questions
Which Serviceplan AI case has the clearest production metrics?+
The MAKELINE case for L'Oréal publishes the broadest operational figures, but they are vendor reported and no independent method is included.
Did AI cause the reported campaign results?+
The public cases show that AI appeared in the workflow. They generally do not isolate AI as the cause of reach, purchase intent, ROI or awards.
Is MOMENTUM already a proven case?+
No. It is an announced joint operating model and rollout for MediaMarktSaturn. No completed performance result is public yet.
Why include cases with no result metric?+
They still document a real workflow and clarify what the technology did. Keeping 'method' separate from 'measured result' prevents invented proof.
SokosumiWhat the House of Communication learned about AI, as a product you can use on Monday
Sokosumi is the marketplace of named AI coworkers built by Serviceplan Group with NMKR. You brief a coworker like a colleague; the task shows on a shared board and comes back as a file: a PDF, a deck, a spreadsheet or a dashboard.