Maesa, the beauty incubator behind Fine’ry fragrances, faced a challenge: how to create a luxury-level ad campaign without the hefty price tag. Instead of splurging on an expensive production, the company turned to generative AI. What followed was an experiment in creativity, cost-cutting, and efficiency—one that reshaped how brands think about marketing in the age of artificial intelligence.
AI as a Cost-Cutting Creative Tool
Shooting a high-end ad campaign can be an expensive undertaking. Securing locations, hiring models, assembling a production team—it all adds up. But Maesa’s Chief Brand Officer, Oshiya Savur, saw an opportunity to rethink the process.
“We have the scale of a strategic company, but at the same time, we are agile and think like a startup,” she said.
With that mindset, Maesa set aside just $10,000 to experiment with AI. The goal? To see if they could generate campaign visuals that looked as polished as traditional ad shoots—without the usual costs.
And it worked.
Instead of traveling to exotic locations, Maesa used AI tools to create stunning backdrops. Instead of relying solely on human editors, AI-assisted design streamlined production. The result was a campaign that carried the same luxury appeal as high-budget competitors, but at a fraction of the cost.
AI-Generated Visuals in Action
Scrolling through Fine’ry’s Instagram, one might not immediately notice that many of the images weren’t shot on location. The brand’s social media features its signature perfume bottles set against surreal landscapes—deserts, oceans, dreamy cityscapes—all created using AI.
Savur explained that the shift to AI-driven visuals wasn’t just about cost savings. It allowed them to produce more content at a much faster pace.
- Traditional photoshoots can take weeks of planning and execution. AI-generated visuals can be completed in hours.
- The ability to create custom environments—without being tied to real-world limitations—gives brands more creative flexibility.
- AI tools can assist in maintaining brand consistency across all visuals.
The AI-driven approach extended beyond digital images. In April 2023, Maesa hosted a pop-up in New York City, where over 2,000 attendees walked through immersive rooms filled with AI-generated Fine’ry content. It was an experiential marketing event that felt high-end but remained cost-efficient.
AI’s Growing Role in Retail and Marketing
Maesa isn’t alone in embracing AI. Across the retail industry, artificial intelligence is becoming a key tool for improving efficiency, customer engagement, and data-driven decision-making.
Scott Lux, an executive at Esprit Holdings and a veteran in e-commerce and marketing, sees AI as a game-changer in how brands interact with consumers. He noted that AI enables businesses to make real-time decisions based on data, helping them refine their marketing strategies, pricing models, and product offerings.
However, Lux also warned that not all AI tools are worth chasing. “The brands that will win are the ones that use AI to drive efficiency, improve the customer experience, and make smarter business decisions,” he said.
Some of the key benefits AI offers to brands include:
- Automating content creation, allowing teams to focus on strategy rather than execution.
- Enhancing customer experiences through personalized recommendations.
- Optimizing inventory and supply chains based on predictive analytics.
But not every company has the resources to develop AI in-house.
Build or Buy? The AI Dilemma for Brands
One of the biggest questions brands face is whether to build AI capabilities internally or rely on third-party solutions.
Aaron Luo, CEO of handbag company Caraa and Spanish charcuterie brand Mercado Famous, understands this dilemma well. Smaller companies like his don’t always have the budget to hire AI engineers or develop proprietary models. But that doesn’t mean they should ignore AI altogether.
“You have to be curious about what’s happening in technology,” Luo said. “There are AI companies that can help with marketing, customer service, and supply chains, but nobody has fully integrated them all yet.”
He’s on the lookout for vendors that can provide holistic AI solutions—ones that can scale without requiring massive in-house tech teams.
For larger companies, the decision to build AI internally depends on the complexity of their needs. Lux believes that before investing in AI, brands need to be clear on their objectives.
“There are a lot of different capabilities out there, and you have to be aligned internally on what problem you’re solving and how AI enables that solution,” he said.
Balancing AI With Brand Identity
As AI tools become more prevalent in marketing, some industry experts worry about the potential loss of human creativity. Lux pointed out that while AI-generated content is efficient, it can also strip away the emotional connection that brands build with their audiences.
“I think there are advantages to AI, but the concern is that you lose the distinct creative elements that make a brand unique,” he said.
For example, as brands shift from Google SEO strategies to AI-driven marketing, there’s a risk of losing brand voice. If AI-generated content dominates a brand’s messaging, it can start to feel generic, making it harder to stand out.
“To keep a brand’s identity intact, it’s important to have a clear voice and creative strategy that AI enhances rather than replaces,” Lux said.
The Future of AI in Business Strategy
At Maesa, the integration of AI isn’t just about reducing costs—it’s about redefining how a beauty brand operates. Savur believes that by embracing AI, the company is positioning itself as a leader in innovation within the industry.
“To become known for experiments that actually scale and create real business value—that’s what we’re really proud of,” she said.
The company continues to test new ways AI can contribute to product development, marketing, and consumer engagement. And as AI becomes even more sophisticated, businesses across industries will have to decide how best to incorporate it—without losing the human touch that makes brands memorable.
Maesa’s approach is a testament to what’s possible when creativity meets technology. Whether AI-generated content becomes a new norm in luxury branding remains to be seen, but one thing is clear: the companies willing to experiment are the ones shaping the future.
