PwC uses AI to improve campaign relevance and gain meaningful interactions
Professional services firm applies AI-driven send-time and audience scoring to reduce over-contacting and support more timely, relevant outreach.
France | Professional Services
“Oracle Marketing’s AI capabilities have transformed the way we plan and execute campaigns—not just in process, but in mindset. While we’ve seen improvements in metrics like open and click-through rates, the real value lies in our ability to create more valuable and meaningful customer interactions.”
Broad outreach without real-time signals
As a global leader in professional services, PwC supports clients across audit, tax, consulting, and advisory.
Marketing and client engagement teams needed to run broad-reach campaigns while still delivering personalized, high-value interactions. At PwC, outreach relied on one-size-fits-many emails segmented mainly by geography or service line, rather than by real-time behavior or intent.
That approach created two points of friction. First, teams lacked tools to determine when a client or prospect was most likely to engage, and send times were inconsistent.
Second, marketing planners lacked automation to detect when audiences were over-contacted. That increased fatigue and wasted effort, while coordination across regions and channels remained manual.
Transformation: AI embedded in campaign planning and audience selection
PwC turned to Oracle Marketing and embedded AI models to update its outreach.
The new platform helped centralize campaign planning and use built-in AI models to support decision-making. By analyzing behavior and timing patterns, the models help determine when to send an email or outreach, so messages arrive when recipients are more likely to open and click.
Fatigue-analysis models also helped PwC identify when a contact had already received too many messages or interactions in a given period. This helps avoid over-communication and negative sentiment.
PwC also uses account intelligence to focus on higher-value opportunities. AI models profile and score accounts by engagement potential and service-line interest. This supports a shift from broad regional lists to segments based on intent, using automated scoring and insights to guide audience selection.
More valuable interactions and fewer manual steps
With the new setup, PwC’s marketing operations report uplift and improved returns.
Open and click-through rates have improved, pointing to more relevant content delivered at the right moment. Productivity also increased as manual audience-preparation tasks dropped and workflows relied more on automation.
According to Bouteloup, the value lies not only in improved metrics, but in “our ability to create more valuable and meaningful customer interactions.”
Supporting client relationships on a global scale
For PwC, the shift isn’t only about campaign performance.
It supports a client experience aligned with the firm’s mission: trusted advice and meaningful partnerships. By using a cloud-based marketing suite with embedded AI, PwC helps marketers spend more time on strategy and less time on manual coordination.
As the professional services landscape continues to shift toward more data and insight, PwC’s investment supports contextual, timely, and relevant outreach while managing global scale.