Like Reply and Symrise use Generative AI to personalize seasonal B2B campaigns, lifting click rates more than fourfold

Like Reply, the Reply group company specialized in marketing technology and customer engagement, is supporting Symrise in personalizing its seasonal Food & Beverage campaigns in the US with Generative Artificial Intelligence (GenAI). Combined with an Account-Based Marketing (ABM) strategy, the approach delivers visuals and messaging tailored to each target brand. In the 2026 campaigns, the click rate on AI-personalized content rose to 14.29% , up from 3.10% in 2025 and almost twice the average across Symrise’s US email campaigns.

Seasonal Limited Time Offers (LTOs) play an important role in Symrise’s Food & Beverage business. Consumer occasions such as the Super Bowl and Valentine’s Day open short windows in which Symrise needs to reach food and beverage brands with concepts that feel relevant to each of them: content must be differentiated, delivered quickly and tailored to the identity of every targeted brand. In 2025, Symrise partnered with Like Reply to make this level of personalization scalable.

Reply’s approach combines three layers of personalization: AI-generated product visuals tailored to each target company, messaging aligned with each brand’s positioning and communication style, and a tone adapted to the recipient’s role, from marketing to supply chain and production. Integrated into a structured ABM program, this enables relevant one-to-one communication with each account while keeping content production scalable.

After the first campaigns in 2025, Symrise extended the collaboration to its 2026 seasonal campaigns.

In 2026, the click rate on GenAI product content reached 14.29%, more than four times the 3.10% recorded in 2025. The open rate for GenAI product content increased from 8.11% to 24.56%. Across all Symrise US email campaigns, the average open rate increased from 13.22% to 22.41% and the average click rate from 5.32% to 7.65% over the same period.

“Integrating GenAI into our LTO campaigns allowed us to create a highly personalized and engaging experience for each of our prospects. Prospects could immediately see themselves in our proposals — enabling much more relevant and effective interactions.” - Emmanuel Laroche - VP Marketing, Symrise US

The collaboration shows how Generative AI, combined with ABM and marketing automation, can make one-to-one B2B communication scalable while staying consistent with each target brand’s identity.