AI Journey Design: Precision & Leads.
PERSONA.AI, a Mediaplus system that lets strategy, media and creative teams question AI audience personas in a chat window instead of reading research decks; Abdul Latif Jameel's Toyota business was one of its first full launches.
- Brand
- Abdul Latif Jameel Motors
- Agency
- Mediaplus Middle East
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Audience analysis is fragmented, slow and static, the SMARTIES case film argues, with insights buried in PDFs and teams working in silos; it also cites, without a source, a figure that 76% of marketers can't use the data they already have.
The idea
Mediaplus built PERSONA.AI, which the case film describes as a living persona system made for real-time dialogue. Each persona draws on more than 1,800 behavioural signals from sources such as GWI, YouGov and Nielsen, the film says, and the system combines persona prompts, intent-driven conversations, a GPT-4 mini chatroom, prompt chaining and guardrails, built in three phases up to a web pilot. Abdul Latif Jameel's Toyota team was among the first full launches, with personas named after models, such as Raize, 'the aspiring rookies', Land Cruiser, 'the modern day explorers', and Corolla, 'the innovative self-starters'.
Results
- 12 personas in under 60 seconds and insights 80% faster, replacing three to five days of manual analysis, according to the SMARTIES case film
Case study source: MMA SMARTIES KSA Source ↗
Awards
- MMA Smarties KSA 2025KSA - Customer Journey Marketing - Lead Generation / CRMGold
- MMA SMARTIES MEA 2025: Bronzes in Innovative Use of AI in Advertising and Real Time Marketing
