PARIS, FRANCE – Carrefour has unveiled its latest back-to-school campaign, created entirely with artificial intelligence in collaboration with Publicis Conseil and Prodigious. Titled “Back to School at Low Prices,” the initiative marks a milestone for both the retail and advertising industries, as it represents the first international TV and digital campaign produced 100% with AI.
Rolling out across France, Italy, Belgium, and Romania, the campaign is tailored to each market’s needs, while maintaining the brand’s overarching platform of “Big Moments at Small Prices.” By adopting generative AI at scale, Carrefour sets a new benchmark in how technology can enable creativity while preserving local cultural nuances.
At the heart of this work lies a universal insight identified by Publicis Conseil’s local agency network: for younger generations and Carrefour customers alike, back-to-school shopping goes beyond necessity: it is a form of self-expression.
Departing from traditional promotional messaging, the campaign celebrates the emotional resonance of everyday school items. Pens, notebooks, and backpacks are reimagined as tools of creativity, individuality, and personality – all while reinforcing Carrefour’s value proposition of affordability. The result is a campaign rooted in real life moments, striking a balance between emotional storytelling and practical relevance.
The campaign’s production, spearheaded by Prodigious, was executed entirely through AI tools. From directing and editing to adapting TV and digital formats, every stage leveraged artificial intelligence, making it one of the first large-scale creative projects of its kind in retail. Even the accompanying print campaign integrates AI-generated elements, further extending the technological innovation across channels.
Carrefour’s “Back to School at Low Prices” not only demonstrates the creative potential of AI but also signals a shift in how brands can responsibly embrace emerging technologies to deliver culturally resonant and emotionally compelling campaigns.
