Jul 30, 2025
Did you know that digitizing content processes not only saves time but also directly impacts your profitability?
Digitizing content processes not only saves time but also directly increases profitability. Kees Smit Tuinmeubelen faced a growing assortment and more and more product pages, making manual content creation, advertising tests, and photoshoots very time-consuming and costly. Thanks to Brainvine, these bottlenecks became their strengths. In this case study, you will read how that works and what you can learn from it.
Background: the growing digital pressure on Kees Smit
The Dutch garden furniture market is exceptionally competitive. Customers expect extensive product information, clear USPs, and inspiring imagery. Kees Smit experienced strong growth, resulting in:
More than a thousand product variants that each require unique content
Increased competition for attention in search engines and on social media
Growing pressure on marketing, support, and content creation
The traditional process of manual content input, manually testing ads, and physically taking atmospheric photos became unsustainable. The urgency to work more efficiently grew daily.
The challenge: winning time, money, and consistency
The challenges that Kees Smit faced were crystal clear:
Creating and managing thousands of product pages with short and long descriptions, FAQs, USPs, and features required too much manpower
Tightening advertisements based on personas was time-consuming and subjective, causing campaigns not always to reach their full potential
Creating atmosphere photos was a logistical nightmare and cost a minimum of €100 per photo, excluding transport and setup
The result? A growing need for digitalization, automation, and above all: smart use of AI that really works for the business.
The approach: Brainvine as a catalyst for growth
Kees Smit opted for a radical solution: the deployment of Brainvine’s complete Marketing Suite. The game changer? The use of 'Wolleys' - personalized AI assistants, trained on their unique personas.
AI personas as a sparring partner
By translating their buyer personas into Wolleys, the marketing team could:
‘Speak’ to their own target audience and test ads in real time.
Present advertisement examples to a Wolley and receive feedback that fits the target audience.
Rapidly gather insights about tone-of-voice, pain points, and triggers.
This not only accelerated campaign development but also ensured unprecedented consistency and relevance across all communications [Read more about AI personalization in marketing].
Bulk product content: from bottleneck to business booster
With Brainvine Feeds, product pages were generated in bulk, including:
Short descriptions that convert directly.
Long descriptions that appeal to emotion and provide information.
FAQs and USPs tailored to buyer personas.
Features that improve indexing and SEO.
This led to a spectacular efficiency gain:
4 FTEs could be deployed elsewhere thanks to time savings.
The support department needed 13 fewer temporary staff, as the content now answers nearly all customer questions.
The result was not only significant cost savings but also higher customer satisfaction due to better, more relevant information.
Dashboard with generated product content, visualizing time savings.
Aesthetic AI images: from logistical drama to creative ease
The use of Brainvine’s image capabilities marked the end of costly and time-consuming photo shoots. With a few clicks, inspiring atmospheric photos were generated, fully tailored to the styling of the collection. This resulted in:
A savings of at least €100 per photo.
No more logistical stress around locations, transport, and setup.
Faster transitions with new collections or seasonal campaigns.
AI-generated atmospheric photo of a garden set.
Results: tangible impact on all fronts
The measurable results speak for themselves:
4 FTEs saved on content creation, available for growth initiatives
13 temporary workers less needed for support, thanks to better content
80% time saving on generating product pages
A mood photo generated within minutes, at no extra cost
Higher conversion rates due to better-targeted ads
“With Brainvine, we have saved time and money while improving the quality of our customer experience.”
– Kees Smit Marketing Team
Key lessons and inspiration for your organization
What can you learn from Kees Smit's digital transformation? Here are the insights you can apply immediately:
Dare to truly bring personas to life with AI – go beyond simple templates
Automate bulk content, but focus on quality and relevance
Use AI as a creative partner, not just as an optimization tool
Systematically measure the impact on support, marketing, and sales
This approach is the route to a scalable, future-proof content strategy.
Are you daring enough to make the Brainvine move?
The case of Kees Smit shows: those who leverage smart AI content save time, money, and improve customer experience. Are you ready to eliminate bottlenecks and help your team excel? Discover more about Brainvine or start right now with your biggest challenge. How could AI transform your organization?
Knowledge base
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