Generative AI Drives 4x Click Rate Boost in Symrise B2B Campaign Playbook

When Symrise needed to reach dozens of food and beverage brands before seasonal promotional windows closed, generic email wasn't going to do it.

A November 2026 case study from Like Reply and Symrise describes how the fragrance and flavor company deployed Generative AI combined with Account-Based Marketing (ABM) to personalize Limited Time Offer campaigns at scale. Instead of one campaign for all recipients, each email delivered AI-generated product visuals and messaging tailored to each target brand's identity, positioning, and the recipient's specific role.

The results: click rates on AI-personalized content rose from 3.10% in 2025 to 14.29% in 2026 -- more than fourfold. Open rates on GenAI content jumped from 8.11% to 24.56%. Across all Symrise US email campaigns, average open rates climbed from 13.22% to 22.41%.

Key Takeaways

• Personalization at scale is the model. Three layers drove results: AI-generated visuals tailored per target company, messaging matched to each brand's positioning, and tone adapted to the recipient's role (marketing vs. supply chain vs. production).
• ABM provides the strategic container. Generative AI alone doesn't produce these results -- it requires a structured Account-Based Marketing program to ensure targeting discipline and relevance at every touchpoint.
• The mechanism is transferable. The Symrise approach applies any time a company needs to reach heterogeneous audiences with different identities and decision criteria in a short window.

Emmanuel Laroche, VP Marketing at Symrise US, noted that AI-personalized proposals let prospects "immediately see themselves in our proposals -- enabling much more relevant and effective interactions."

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