March 12, 2026 — Düsseldorf, Germany — METRO AG, one of Europe’s largest food wholesalers, announced a partnership with IBM iX to deploy generative AI tools within a new multi-channel marketing platform. The METRO and IBM launch generative AI tools to revolutionize digital marketing processes centralizes customer data from ten sources and leverages IBM watsonx.ai to power an AI-supported content workbench for rapid generation of personalized content.
The platform optimizes targeting, conversion rates, CRM, SEO, and e-commerce efforts across multiple languages and formats. METRO, with over 84,000 employees and 15 million customers generating €32.4 billion in revenue for fiscal year 2024/25—a 6% increase—aims to boost productivity and revenue through this digital transformation.
Key Features of the Platform
The content workbench, an AI developer studio, uses pre-configured prompts to produce editable variants of headlines, outlines, product texts, emails, and SEO-optimized texts. Content is tailored to customer segments, online trends, and events, combining AI suggestions with human oversight for quality and consistency.
“The speed and quality with which IBM iX implemented the AI content workbench has impressed us,” said Emirhan Yasdiman, Global Lead SEO at METRO AG. “It enables us to efficiently meet the increasing demand for high-quality content. This brings a noticeable relief for our teams and a real productivity boost.”
The METRO and IBM launch generative AI tools to revolutionize digital marketing processes modernizes METRO’s marketing tech stack, enabling faster content production across markets.
Executive Perspectives
“IBM iX has become an indispensable partner for us in the digital transformation of our customer communication,” emphasized Tino Hölters, Vice President Marketing at METRO AG.
Coverage in Marketing Börse highlighted the platform’s role in efficient campaigns, while IBM iX news described transforming processes with GenAI and data-driven tools.
Broader Strategy and Social Buzz
This initiative supports METRO’s “KI-native” transformation, including an Intelligent Sales Agent for sales support and accelerated product development, as outlined in related CIO coverage.
On X, marketing consultant Florian Lintz shared the news on March 13, noting improved customer targeting and conversions via the multi-channel platform.
The METRO and IBM launch generative AI tools to revolutionize digital marketing processes aligns with ongoing collaborations, including IBM’s German newsroom update. For related insights, see SEO Spyglass sitemap.