CI&T Joins Claude Partner Network to Scale Claude Across the World's Largest Enterprises, with 1,000+ Certified AI Engineers Jun 08, 2026 CI&T Joins Claude Partner Network to Scale Claude Across the World's Largest Enterprises, with 1,000+ Certified AI Engineers. Learn more
CI&T Releases 2025 ESG Report Focused on Social Impact, Clean Energy, and Innovation Mar 26, 2026 CI&T Releases 2025 ESG Report Focused on Social Impact, Clean Energy, and Innovation Learn more
CI&T and AWS: how the partnership transformed customer service with generative AI at Alelo Aug 31, 2026 CI&Ters chatting animatedly in the office, tablet in hand: collaboration and technology, part of everyday life at the company. Learn more
CI&T Recognized in Everest Group’s 2025 Global PEAK Matrix® Assessments for Retail and Consumer Packaged Goods Services Dec 10, 2025 CI&T Recognized in Everest Group’s 2025 Global PEAK Matrix® Assessments for Retail and Consumer Packaged Goods Services Learn more
REIMAGINING MARKETING PERFORMANCE WITH DATA-DRIVEN DECISION INTELLIGENCE How a Global Consumer Goods Company Transformed Marketing with AI-Powered Marketing Mix Modeling One of the world’s largest consumer goods companies needed to modernize its marketing operations. Outdated tools, rigid models, and fragmented data limited agility and ROI optimization, leaving teams overly dependent on agencies and IT. Partnering with CI&T and Databricks, the company redefined its marketing mix with a scalable, AI-powered solution that gave teams autonomy, real-time insights, and measurable business impact. THE CHALLENGE Outdated and Rigid Tools Limited ability to test, simulate, or quickly adapt campaigns. Low Autonomy Heavy reliance on external agencies and IT slowed decision-making cycles. Limited Performance Visibility Difficulty connecting marketing investments to sales impact due to siloed and delayed data. The organization needed a flexible, scalable, and data-driven approach capable of supporting multiple brands and markets while delivering clear ROI measurement. THE RESULTS CI&T, with Databricks as the backbone, delivered a next-generation Marketing Mix Modeling (MMM) platform designed for agility and scale. Advanced Marketing Mix Modeling: Bayesian causal inference combined with automated data pipelines enabled more precise modeling and continuous optimization. Real-Time Scenario Simulation Application: Business teams can simulate and compare campaign scenarios instantly, shifting from static planning cycles to dynamic decision-making. Scalable Data & AI Architecture: Built to onboard new brands, markets, and campaigns seamlessly while supporting long-term growth. Integrated Media Intelligence Layer: Unified view of spend versus return, enabling marginal ROI analysis across digital and traditional channels. THE IMPACT The organization transitioned from static annual planning to an always-on performance optimization model, unlocking: 6% revenue increase 12.2% increase in overall sales volume 4x–8x higher ROI from digital compared to traditional channels Significant outperformance of online campaigns (TikTok, Google Ads) vs. offline media. Greater team autonomy and faster, insight-driven decisions Marketing evolved from cost center management to measurable growth acceleration. TECHNOLOGIES USED Databricks Scalable data and AI foundation Bayesian Regression Advanced statistical modeling for marketing mix MLOps Continuous integration, deployment, and monitoring of AI models WHY IT MATTERS By enabling real-time campaign design, simulation, and optimization, CI&T and Databricks transformed marketing into a measurable growth engine.This case proves that when enterprises embrace AI-driven agility, they move from effort-based planning to impact-based execution — unlocking scalable, performance-oriented growth.