Tractor Supply works to give consumers a personalized shopping experience, likely with an interaction from one of its employees and an assist from artificial intelligence, according to Chief Marketing Officer Kimberley Gardiner. But the retailer is still working on the best way to use AI to provide a “frictionless” experience to shoppers, because that concept means something different to each shopper. Read how the marketing team uses AI in ways that are both customer-facing and internal.

The Association of National Advertisers awarded Target with the In-House Agency of the Year award at its In-House Excellence Awards in June, which evaluates brands in the areas of creativity, strategy and effectiveness. CM caught up with Target’s VP of Creative Scott Swartz to discuss details behind the internal team’s success and the marketing tactics that led to the recognition.

To break into the children’s oral care market, Ordo decided its toothbrushes needed a character or design that kids recognized, said Marketing Director Emma Harnett. But to do that, the U.K.-based brand had to land a top licensing agreement. We dig into how the company co-marketed its electric toothbrushes with Squishmallows, Wicked and Minions.

Adults have been using Crayola for years — but now the brand is speaking to them directly. With the launch of Crayola All Grown Up, the brand is making its biggest push yet with marketing to adults. We spoke with EVP and Chief Commercial Officer Ben Thomas about the research behind the initiative and the marketing plan to support it.

Lastly, we look at how companies like Pandora and DKNY are balancing AI efficiency with human aspects of their brands, and why one AI researcher is urging retailers to treat AI agents like customers rather than just tech tools.

Until next week,