Notino runs applied AI across eight markets as one system with Recommend
Beauty moves faster than a content plan can be written, and it does not move in step. What is rising in Poland is not what is rising in Greece. The usual answer is to commission the work eight times, or to write one plan centrally and translate it — expensive, or wrong.
Notino did neither. Applied AI reads each of eight markets on its own terms, connects what it finds to the products Notino actually carries there, and produces the work. One system, eight countries, running continuously.
What changed
Eight markets running on one system
Hundreds of pieces produced, most built around specific products
Double-digit click-through from content into the store
A cost per visit low enough that reach stopped being the constraint
Around a third of all orders came from customers new to Notino
A signal is only useful once it reaches a product
Tracking what a category is doing is not difficult. Plenty of tools will tell a beauty retailer what is trending this week.
The commercial decision is narrower: does this retailer carry something that answers it, in this market, right now? Applied AI holds the category signals, the market context and Notino's actual assortment together — so what comes out is not an observation about beauty but a specific product, in a specific country, that someone is looking for.
Eight markets, one system
Each market carries its own live picture. Poland is read as Poland, Greece as Greece — not as translations of a central plan.
But it runs as one system, which is what makes eight markets affordable at all. The first market pays for the foundation. The other seven run on it.
Content that recruits rather than re-converts
Around a third of the orders came from customers new to Notino.
For an established retailer, that is a different proposition from re-converting people already in the file. It is acquisition — produced by content that met someone at the point they were looking for something specific.
Every cycle informs the next
Because the results are tracked through to orders rather than stopping at impressions, each cycle adds to a record of what actually converts in each market — which signals were worth acting on, which products they led to, and what it cost to get there.
The next week does not start from a fresh read of the category. It starts from eight markets' worth of evidence about what works in each.