Sentient Talent

AI And The Agency: Lingerie Brand Cosabella Replaced Its Agency With Artificial Intelligence

Cosabella, a 100-employee lingerie brand, replaced its agency with Adgorithms' Albert AI engine in October after evaluating multiple vendors. Albert autonomously handles marketing and media buying across email, mobile, search, social and display, setting high-level parameters while identifying targets, moving budgets, detecting fraud, bidding and executing buys. After three months, Cosabella reported a 336% increase in ROAS; Q4 revenue up 155%; 1,500 additional transactions YoY; and 30% new customers. On Facebook, ROAS rose 565% in the first month, with conversions up 2,000% by the end of month three. The 10-person marketing team continues in-house creative production, feeding Albert assets, and checks the dashboard only weekly. Cosabella plans to hook Emarsys for email and Sentient for real-time merchandising, and notes onboarding can be fast (two to three weeks) with partial data. Albert is considered more accurate in measurement than the previous agency.

The Rise (And Fall?) Of The Brand-gorithm

The piece introduces the idea of a 'brand-gorithm'—a proprietary, brand-specific, omnichannel, machine-driven master model intended to size up prospects across touchpoints and optimize bidding and messaging. It emphasizes that success depends on a clean cross-device identity and a large pool of first-, second-, and third-party data to train the model. While Amazon and Netflix are cited as lighthouse examples of data-driven prediction, the article notes substantial barriers, including data sparsity and the fact that much data sits in walled ecosystems. The described workflow involves gathering data, defining goals, applying neural networks, and feeding results back into the system to continuously improve. The end result is described as a 'black box' deployed in the cloud that can define a brand in marketing. Early players and tools mentioned include AppNexus Programmable Bidder and Rocket Fuel’s moment scoring, illustrating both potential and caveats of such systems.