This new model transforms the promotional catalogue into a local digital media ecosystem, activated within store catchment areas through a media mix including Meta, display banners, YouTube, and Connected TV.
In 2025, the media activation of the commercial animation plan covers 370 stores and over 130 campaigns, relying on precise geographic targeting based on IRIS zones.
The ARMIS platform automatically generates advertising content from the catalogue’s product data, producing video and static formats tailored to different platforms.
Following the initial results, ARMIS’s creative generation capabilities were integrated into Auchan Retail’s Content Factory, making it possible to multiply the volume of advertising assets produced by four. This increase in creative output more effectively feeds advertising platforms and improves the learning of optimisation algorithms.
An A/B test conducted on Meta comparing traditional creatives with GenAI-generated content showed improved performance:
- +19% CTR
- -7% CPC (including media cost and visual production)
GenAI enables Auchan’s commercial animation plan to be broadcast through videos that meet the premium standards of replay TV platforms (TF1+, M6+, FranceTV, RMC BFM) and YouTube.
For Auchan, this transformation marks a major shift: the promotional catalogue is now an automated, measurable digital media ecosystem, capable of continuously optimising the broadcast of commercial campaigns.
Dan Gomplewicz
CEO and co-founder of ARMISThis direction concretely demonstrates how GenAI can improve message relevance and media efficiency, while reducing production costs. Using GenAI combined with replay TV distribution is a structural advance in the digitalisation of the commercial animation plan.
Pierrick Viet
Traffic and Retail Media Manager – Auchan RetailThe digitalisation of our catalogue and the use of GenAI mark a key milestone in our transformation. This innovation allows us to combine performance, creativity, and customer proximity.
David Scalia
Chief Commercial Officer – COSPIRITGenAI changes the game: more agility, more performance, and more local impact, at a controlled cost. AI-generated video is becoming a major lever for accelerating catalogue digitalisation and strengthening the effectiveness of Drive-to-Store strategies.
About Auchan Retail
A multiformat and phygital retailer, Auchan brings together all formats of physical food retail (hypermarkets, convenience and ultra-convenience stores) and digital retail (click-and-collect drives, home delivery, click & collect) to offer customers the best shopping experience. The brand places local communities at the heart of all its decisions: accessible prices, broad product choice, and quality service. A responsible economic player, Auchan supports agriculture and the agri-food industry by acting close to local territories with its 54,714 employees across 702 points of sale. Follow us: www.auchan-retail.com
About COSPIRIT
COSPIRIT is a French independent media agency specialising in omnichannel strategies and innovative local campaigns, supporting brands in high-impact advertising.
ARMIS is the GenAI CTV & Digital advertising platform dedicated to Drive-to-Store. It enables retailers and local networks to boost their sales through the automation of high-performing video campaign creation and distribution at scale.