{"stable_id":"ca3ba6408161589e","slug":"klarna-marketing","company":"Klarna","workflow_name":"AI Marketing Production","function_code":"marketing","pattern_codes":["creator_to_judge"],"changed_assumption":"Human external agencies must produce all marketing images and campaign translations.","evidence_strength":"verified","publication_tier":"showcase","freshness":"current","reviewed_at":"2026-08-23","updated_at":"2026-08-22","source_quality_summary":"1 primary; publication outcomes are verified.","caveat_summary":"Company-reported run-rate projection. No additional attribution caveat published. Only 37% of this reduction is attributed to AI.","freshness_caveat":null,"workflow_summary":{"before":[{"actor":"External Agency","action":"Produce images and translate campaign collateral","actor_type":"control"}],"hinge":"Human external agencies must produce all marketing images and campaign translations.","after":[{"actor":"AI System (Midjourney, DALL-E)","action":"Generate marketing images and translate copy","actor_type":"ai"},{"actor":"Internal Marketing","action":"Review for brand consistency, image quality, and legal compliance","actor_type":"system"}],"decision_mode":"shared","decision_marker":"Human moves from creator to judge"},"before":[{"order":1,"actor":"External Agency","action":"Produce images and translate campaign collateral","handoff_to":"Internal Marketing","control":"Not published."}],"after":[{"order":1,"actor":"AI System (Midjourney, DALL-E)","action":"Generate marketing images and translate copy","handoff_to":"Internal Marketing","control":"Not published."},{"order":2,"actor":"Internal Marketing","action":"Review for brand consistency, image quality, and legal compliance","handoff_to":"","control":"Human gate for legal and brand compliance"}],"decision_rights":"Human retains final approval for brand consistency and legal compliance.","exception_path":"Images failing quality checks are regenerated or adjusted manually.","removed_work":["Waiting for external agency deliverables","Managing external supplier contracts for routine images"],"outcomes":[{"metric":"External marketing supplier spend","baseline":"0%","result":"-25%","period":"Q1 2024","scale":"Run-rate projection ($4M)","attribution_caveat":"Company-reported run-rate projection.","evidence_label":"verified"},{"metric":"Image development cycle","baseline":"6 weeks","result":"7 days","period":"Q1 2024","scale":"1,000+ images generated","attribution_caveat":"No additional attribution caveat published.","evidence_label":"verified"},{"metric":"Overall sales and marketing spend","baseline":"0%","result":"-11%","period":"Q1 2024","scale":"Entire function","attribution_caveat":"Only 37% of this reduction is attributed to AI.","evidence_label":"verified"}],"executive_lesson":"Generative AI allows scaling marketing output while drastically reducing external agency dependencies.","anti_pattern":"Automating without a final human compliance check.","questions_for_leaders":["What percentage of agency spend could be brought in-house with GenAI tools?"],"collections":[],"bundle_version":"1.0.0","bundle_fingerprint":"sha256:c23c6cc2b88153d008ea8fda928f632ce0011fc2d4c5036672a16e5d895bab93","canonical_url":"https://brianletort.ai/transformations/klarna-marketing"}