Content marketing is no longer about telling stories; it’s about crafting experiences that are meaningful, relevant, and personal. When AI becomes part of the creative process, those experiences can reach a new level defined by hyper-personalisation, intelligent scalability, and real utility.

A striking example of this approach is the AI-powered travel planner campaign created by Ringier Axel Springer Polska for the German National Tourist Board.

The campaign aimed to showcase Germany as a prime destination for extended vacations, offering travellers a cutting-edge, user-friendly tool to effortlessly plan their trips. In a crowded tourism market, it was crucial to transcend generic messaging and provide something genuinely valuable for consumers.

Tailoring experiences

We created a travel planner powered by AI. After answering a few simple questions about their preferences and travel style, users received a personalised 10-day itinerary — generated within seconds.

Behind the scenes, the AI analysed inputs, drew from a rich database of more than 5,500 attractions across nearly 200 German cities, and assembled a plan tailored to the individual.

The result is a ready-to-use travel guide, complete with daily schedules, descriptions, images and precise locations — all delivered before a single suitcase was packed. The journey began long before departure, with the brand seamlessly integrated into the experience from the very first click.

It offered real value for both parties: Travellers received a practical and inspiring resource, and the brand gained actionable insights and a powerful, content-driven channel to promote the destination.

Personalisation drives performance

The AI travel planner was the heart of the entire content marketing ecosystem, crafted by an author who visited Germany and provided firsthand accounts of selected attractions, complemented by authentic photographs.

We also organised a competition for users, encouraging them to generate their own travel plans. The prize was a trip to Germany. The AI travel planner was part of an integrated content marketing campaign, centred around human-driven activities.

How did we translate engagement into benefits for the user in AI travel planner?

• A brief, intuitive questionnaire helped uncover users’ preferences.
• AI instantly generated a personalised itinerary based on those answers.
• A content-rich database provided diverse, quality recommendations enhanced with photos and editorial descriptions.
• Only the most relevant suggestions were selected for each individual.

This approach delivered an engaging experience at scale and a measurable impact: a brand lift of 25.5 points, as reported by Brand Metrics.

AI turns challenges into advantages

Integrating AI into a content strategy is not about pressing a button and stepping back. It’s a deliberate, collaborative process that requires strategic planning. Some things we learned about creating better content marketing campaigns using generative AI are:

• While AI speeds up production, high-quality output still requires time and human oversight.
• Clear tone-of-voice guidelines are critical to maintaining brand consistency and trust.
• Visual content must align with brand identity and pass through verification mechanisms.
• AI-generated content must be fact-checked. Accuracy matters.

Ultimately, success depends on interdisciplinary collaboration. AI doesn’t replace human creativity; it extends it.

Beyond the “wow” factor

Many brands use AI to drive conversions. But its power lies also earlier in the funnel — during the consideration phase, when consumers are still exploring and evaluating their options.

The AI-powered travel planner wasn’t designed directly to sell. It was designed to help. And because of that, it worked.

More than 30,000 unique itineraries were created — something no editorial team could have scaled manually. At the same time, the campaign delivered valuable behavioural data, helping the brand better understand its future audiences.

This is what purposeful innovation looks like. Not technology for its own sake, but solutions that deliver value — for the user, for the brand, and for the experience in between.

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