Using an AI-powered tool from IBM, the sandwich chain boosted sales over 30% by enabling advertisements that change in accordance with weather, accounting for climate-related appetite vicissitudes

Artificial intelligence has made big changes to the ways companies are able to market to clients, and one of the most important is the ability to make immediate adjustments to campaigns. Subway has taken advantage of AI technology to offer its audience advertisements tailored to the current weather.

As temperature and precipitation can influence people’s tastes, the chain used a tool developed by IBM called Weatherfx with Watson, which allows the franchise to alter the ads according to the weather. For example, Subway looked to avoid ad placements for hot sandwiches during heat waves that covered large swathes of the country last summer, instead focusing on more appealing, refreshing options.

The food industry in particular is more affected by the weather than one might think—restaurants, for example, are subject to decreased business during precipitous conditions, or otherwise inhospitable climates. Subway saw a 53% reduction in campaign waste after deploying the technology to make 7.9 million impressions in accordance with the forecast. Furthermore, the sandwich chain increased store traffic 31% once it employed weather-dependent ads.

Subway


Lead image: People walking by Subway sandwich store in Chicago from Tupungato/Shutterstock 

Artificial intelligence has made big changes to the ways companies are able to market to clients, and one of the most important is the ability to make immediate adjustments to campaigns. Subway has taken advantage of AI technology to offer its audience advertisements tailored to the current weather.

As temperature and precipitation can influence people’s tastes, the chain used a tool developed by IBM called Weatherfx with Watson, which allows the franchise to alter the ads according to the weather. For example, Subway looked to avoid ad placements for hot sandwiches during heat waves that covered large swathes of the country last summer, instead focusing on more appealing, refreshing options.