Discover how AI helps create more creative and effective retargeting campaigns

In 2025, 78% of organizations report using AI in at least one function (marketing, sales, operations, etc.). According to The State of AI report by McKinsey, adoption of AI continues to grow. AI does not threaten human creativity: it becomes a tool to enhance campaign relevance and efficiency. Applied to retargeting, this collaboration paves the way for more targeted, engaging campaigns that are better aligned with consumer expectations.

What is retargeting with AI?

Retargeting refers to displaying targeted ads to users who have already visited your site, interacted with your products, or consumed your content (page view, cart abandonment, download, etc.). AI analyzes data (behaviors, journeys, weak signals) to predict intentions and recommend the most relevant content at the right time.

Simple definition:
Retargeting with AI means using algorithms to analyze user behavior and deliver reminder ads that are more accurate, personalized, and useful.

AI does not replace marketers: it provides insights, automates certain tasks, but it’s the human who defines strategy, tone, and storytelling.

Why AI is changing the game for retargeting

Better return on investment (ROI)

According to Business Insider, companies using AI for personalized advertising achieve ROI increases between 15% and 30%.
In marketing and sales, organizations that are highly engaged in AI also see an average sales ROI improvement of 10% to 20% (Iterable).

Enhanced and scalable creativity

AI can generate creative variations (headlines, visuals, micro-content) for each audience segment. Humans remain in control of editorial direction but gain many testable options.
As highlighted in Business Insider, some creative directors even use AI to strengthen their pitches and win new business: the tool doesn’t replace vision, it amplifies it.

Creative retargeting strategies with AI

Advanced segmentation powered by data

Marketers feed AI with customer journey information — products viewed, cart abandonments, time spent on a page, social interactions. By analyzing this data, AI identifies recurring behaviors and suggests evolving groupings. These insights help marketing teams spot intention signals more quickly and design more relevant, personalized messages.

Continuous content generation and testing

Generative models can produce multiple ad versions. Then, automated A/B tests identify the best-performing options, while AI keeps learning and adjusting.

Predictive retargeting

Traditional approaches wait for a user action (e.g., cart abandonment). AI, instead, estimates the probability of return and triggers personalized reminders before the user fully drops off.

Cross-channel orchestration

AI coordinates messages across channels (email, display, social, video). The message adapts to the chosen channel while staying coherent and non-intrusive.

Best practices for integrating AI responsibly

Keep human oversight

Marketers should define brand values, editorial direction, and priorities. AI remains an assistant, not a decision-maker.

Avoid over-personalization

Targeting that feels “too precise” can become intrusive. Balance is key to maintaining trust and avoiding a “big brother” effect.

Ensure compliance and ethics

Data must comply with GDPR (consent, anonymization, right to be forgotten). AI can help mask sensitive data, but responsibility always lies with the business.

Anticipate bias and errors

AI models can generate biased or stereotypical content. Human review and safeguards are necessary. (See the research Towards Equitable AI on biases in AI-generated marketing slogans, arXiv).

Practical example: fashion e-commerce

• AI analyzes visited product pages, time spent, and abandoned carts.
• It groups users into behavioral profiles.
• It generates multiple ads — visuals + message + offer — for each segment.
• The best-performing versions are selected and delivered.
• The user receives a personalized follow-up email, a social ad, and a consistent display banner.

Result: higher conversion rates with fewer wasted impressions.

Retargeting and AI: when technology amplifies human vision

The future of retargeting lies in the synergy between AI and human creativity. AI optimizes, measures, and suggests; humans decide, give meaning, and lead inspiration. Far from replacing marketers, AI provides powerful levers to design campaigns that are more targeted, engaging, and profitable.

FAQ

1. What is an AI-powered retargeting campaign?
   It’s a campaign that uses AI to personalize and optimize messages to already engaged visitors.
2. Will AI replace marketers in retargeting?
   No. It assists them. Strategy, brand consistency, and vision remain human domains.
3. What concrete gains can we expect from AI in retargeting?
   Studies show ROI improvements between 10% and 30%, depending on the case (Business Insider).
4. How to choose the right AI tools for retargeting?
   Choose proven platforms with modular APIs, able to integrate CRM and analytics data.
5. How to avoid intrusive retargeting?
   Limit frequency, offer useful content, obtain consent, and respect privacy.

Sources

• The State of AI — McKinsey Global Survey 2025 (McKinsey & Company)
• Unlock Brand Potential With AI-Driven Consumer Data Insights (Business Insider)
• How a personalized AI tool helped one marketing firm get 20 times its return on investment (Business Insider)
• Generative AI - Artificial Intelligence (QuantumBlack, McKinsey) (McKinsey & Company)
• AI-Generated Bidding via Conditional Diffusion Modeling (AIGB) (arXiv)
• GenAI Advertising: Risks of Personalizing Ads with LLMs (arXiv)