How Marketing Leaders at Clinique and ScottsMiracle-Gro Are Meeting Consumers Where They Are Online—And in AI

Why It Matters

By embedding AI‑powered education into their digital strategies, the companies deepen engagement, boost brand trust, and position themselves ahead of competitors in increasingly online consumer journeys.

Key Takeaways

• Scotts uses agentic AI for localized gardening guidance
• Clinique expands digital education on skin health
• Both brands prioritize listening to real‑time consumer signals
• Educational content drives brand relevance across digital channels
• AI enables scalable, personalized consumer experiences

Pulse Analysis

The rise of AI‑enabled education is reshaping how legacy brands connect with shoppers. ScottsMiracle‑Gro, a century‑old lawn and garden name, now leverages agentic AI to translate its 158 years of expertise into real‑time, location‑specific planting tips. This shift reflects a broader industry move: turning deep product knowledge into instantly accessible digital guidance that meets consumers on platforms they already use.

Clinique, founded by dermatologists in 1968, mirrors this approach by amplifying its long‑standing focus on allergy testing and skin‑care science through online tutorials, webinars, and AI‑curated recommendations. By placing educational content where users search—social media, search engines, and brand apps—the beauty brand reinforces its credibility while capturing younger, digitally native audiences. Both companies stress that listening to consumer signals, whether via social listening tools or direct feedback loops, informs the topics and formats that resonate most.

The strategic implication is clear: brands that combine authentic expertise with scalable AI‑driven personalization can transform education into a competitive moat. This model not only drives higher engagement metrics but also creates data assets for future product development and targeted marketing. As more consumers turn to the internet for advice before purchase, the ability to deliver trustworthy, customized guidance will become a decisive factor in market share growth.