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Selling 7 million unique products with AI

Using AI to do things that humans can't do.

Happy ‘Friday Junior,’ Collaborators,

Welcome to our 329 new subscribers this week!

It has been an unbelievable week as so many of you subscribed. Thank you all for putting your trust in Possaible. I can’t wait to share new ways that top companies are using AI with you.


The overuse of the word “unique” in this email was entirely written by humans.

Selling 7 million unique products with AI

How do you tell an entire country of customers that they are unique?

Make every product different.

That task would usually require an army of graphic designers, but one brand teamed up with AI to make it possible.

The Campaign

After testing customized captions on their jars, Nutella teamed up with Oglivy Italy on Nutella Unica, a campaign to “make each jar as unique and as expressive as the Italian people.” They set out to create jars of Nutella with unique label designs.

Nutella and Oglivy used an AI algorithm to create millions of label combinations. They used a library of dozens of patterns and thousands of colors.

The result? 7 million unique jars of Nutella.

Nutella sold the jars in stores across Italy, and supported sales with online and TV campaigns. Each jar was even given an ID code to authenticate it, like an artwork.

The jars sold out in a single month.

The campaign included a digital activation where people could send custom videos to their loved ones. Nutella enthusiasts created and shared 10,000 videos. 

The Takeaway

AI can delight your customers by helping you create unique products and experiences for them.

The Nutella Unica campaign ran in 2017, a few years before generative, text-to-image models like DALL-E 2 and Stable Diffusion became widely available.

Now, you don’t have to be a multinational brand to use custom images to make your users feel special.

You could use DALL-E to generate custom holiday cards for customers, or create multiple variations of a brand image for different audiences with Stable Diffusion. You could even design a custom work of art for each product label.

How will you use AI to personalize your products?

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