Calzedonia Invests in AI Technology from Scibids & Dentsu to Optimise the Performance & Results of its Media Buying Efforts


Scibids, a leading technology player in the development of AI solutions, has collaborated with Dentsu and Calzedonia Group to increase the ROI of the Italian fashion group.

Starting in 2021, Calzedonia Group decided to rely on the expertise of Scibids and Dentsu to increase the ROI of digital marketing and partner of IAB Italy, signing a collaboration that involved the group’s four most iconic brands: Calzedonia, Intimissimi, Tezenis, and Falconeri. In 2022 the partnership saw over 70,000 custom algorithms developed and deployed by Scibids AI for the Calzedonia Group, integrating data structures from the dentsu team, with an average of over 20 active campaigns each month. Furthermore, thanks to its proprietary technology, Scibids AI has allowed the dentsu team to save between 4 to 5 hours a day in carrying out optimisation and automation processes on active campaigns, allowing the customer team to devote themselves to higher value tasks.

“In the last 12 months, more than 60% of large companies have launched at least one AI project, but in the majority of cases, they only touched on the great potential of AI. Calzedonia Group, on the other hand, represents a virtuous example in Italy, having chosen for several years to place AI technology tools at the center of its strategy, aimed at the personalisation of media buying automation and optimisation,” says Michele Marzan, country director Italy of Scibids. “We are extremely proud that one of the world’s largest holding companies in the fashion industry has decided to embrace our vision of 'BYOA – bring your own algorithm' and, after a synergistic partnership in 2022, we are working on an even more impactful one in  2023”.

Leonardo Casini, chief digital officer of dentsu Italy, said, "Companies are operating in a context where concentration and intermediation are growing. Only a few global players are able to position themselves as indispensable in the entire supply chain: analysis, targeting, purchase, and measurement – with also inevitable potential conflicts of interest. At dentsu, we believe that each advertiser must regain its relationship with consumers, not only by building and feeding proprietary data assets but at the same time by developing customised algorithms to better manage their media spend, guaranteeing a competitive advantage. This is the path we are following together with the Calzedonia Group – one of the most innovative holdings – as well as with our other customers, and Scibids is one of the partners who has guaranteed us the greatest success”.

Matteo Veronesi, a member of the board of directors of Calzedonia Group, said, “Calzedonia Group has always been active in experimenting with new technologies and new communication channels. Today, AI technology can help us communicate better with our customers.”