Like Reply and Symrise scale B2B marketing with generative AI
A partnership between Like Reply and Symrise has quadrupled click-through rates for seasonal B2B campaigns in the US by leveraging generative AI for personalization.
Like Reply, a subsidiary of the Reply group, has reported significant performance improvements in its collaboration with food and fragrance firm Symrise. By integrating generative AI into Symrise’s US seasonal B2B campaigns, the firms have moved away from generic communication toward highly personalized, account-based messaging.
The 2026 data shows that the click-through rate (CTR) for AI-generated content reached 14.29%, up from 3.10% in 2025. Additionally, the email open rate for these campaigns rose to 24.56%. The strategy utilizes AI to produce tailored visuals and product concepts that align with the specific marketing style and operational needs of each target brand.
Emmanuel Laroche, Vice President of Marketing at Symrise US, noted that the technology allows prospective clients to immediately visualize how products fit their business needs, resulting in more efficient interactions. The success of the initial 2025 rollout has led to a sustained partnership throughout 2026.