On September 16, the 2025 Tencent Global Digital Ecosystem Summit was held in Shenzhen.
During the summit, Juewei Food announced that it would work with Tencent Smart Retail to upgrade and release Juewei AI Membership Agent: Based on the AI Agent product of Tencent Marketing Cloud, and its underlying Tencent Cloud Agent Development Platform, Hunyuan LLM, and DeepSeek model, AI agents participated in end-to-end marketing for the first time. The AI group achieved sales performance 3.1 times that of the manual group, with a content clickthrough rate being 1.8 times and a payment conversion rate being 2.4 times that of the manual group, and the rate of being deleted as a WeCom contact was reduced by 47%, driving marketing from "same content for all" to "personalized content for different users", ushering in the "AI agent era".
The Context: Retail Industry Challenges and AI+ Action
At present, the retail industry is facing many challenges, such as growth plateauing, rising traffic costs, and increasingly differentiated and upgraded consumer behaviors. It has become a consensus for enterprises to shift from extensive scale expansion to refined operations. In August, the State Council issued the Opinions on Deepening the Implementation of the "Artificial Intelligence +" Action and promoted the quality improvement of "Artificial Intelligence (AI) +" consumption. AI is becoming a deterministic variable in the future business world. How to use AI and other digital technologies to enhance efficiency and drive performance growth has become a question that must be answered by Chinese enterprises.
The Challenge: High Investment but Low ROI
As a leading braised food brand in China, Juewei Food has started exploring AI digital intelligence across all channels since 2023 and worked with Tencent to explore "AI + retail chain" innovative scenarios. Among these scenarios, "AI + marketing" has become a key focus of our collaboration. For a long time, Juewei Food had faced problems such as complex chains, numerous professional decisions, and inaccurate matching during its marketing, making it fall into the dilemma of high investment but low ROI. Based on Tencent's leading technical capabilities and Juewei's profound industry experience, we jointly upgraded and released the industry's first end-to-end AI-driven marketing agent to address the difficulties in retail sales growth through technological innovation.
The Solution: Full Intelligence of Complex Marketing Chains
The upgraded Juewei AI Membership Agent realized the full intelligence of complex marketing chains for the first time. Both the Marketing Department and Operation Department of Juewei Food only need to input specific marketing campaign requirements in a "conversational" manner, and AI Membership Agent will intelligently complete the entire marketing process from strategy formulation to implementation, covering all marketing aspects, including business diagnosis, audience extraction, benefits/products/content matching, reach strategy design, campaign execution, and effect review. It truly upgrades the enterprise's member database from consumption data to an operational and value-added membership asset, realizing personalized precision marketing to different users.
- Conversational input: Marketing teams simply input campaign requirements
- Business diagnosis: AI analyzes current marketing performance and identifies opportunities
- Audience extraction: Intelligent member segmentation based on comprehensive data
- Benefits/products/content matching: Personalized recommendations for each segment
- Reach strategy design: Optimal channel and timing selection
- Campaign execution: Automated deployment across all touchpoints
- Effect review: Real-time performance tracking and optimization
The Foundation: 120 Million Members with ONE ID Integration
Based on the capabilities of Tencent Marketing Cloud CDP (Customer Data Platform), Juewei Food integrated 120 million membership assets in both public and owned channels, including brand stores, WeChat Mini Program, takeaway platforms, and e-commerce platforms in a "ONE ID" manner. This integration has created over 150 tags and more than 1,000 audience segments, establishing a solid data base for AI agent-driven end-to-end marketing automation.
The Technology: Five Major Sub-Agents Working Together
In terms of technical architecture, AI Membership Agent, relying on Tencent Hunyuan LLM and DeepSeek model and Tencent Cloud Agent Development Platform, created 5 major sub-agents in audience insight, benefit design, intelligent product selection, personalized content, and automatic data review, according to business scenarios and massive data of Juewei Food. In specific marketing tasks, each sub-agent functions as a domain-specific marketing expert while working together.
- Audience Insight Agent: Automatically identifies and selects different member types based on marketing task analysis
- Benefit Design Agent: Accurately selects the most suitable coupons for each member segment
- Intelligent Product Selection Agent: Matches optimal products to individual member preferences
- Personalized Content Agent: Generates customized marketing copywriting and video content
- Automatic Data Review Agent: Tracks performance and provides actionable insights
For example, the Agent automatically identifies and selects different types of members based on analysis of marketing tasks during audience selection, accurately selects the most suitable products and coupons for each member during people-product and people-coupon matching, and generates personalized marketing copywriting and video during content push, helping Juewei Food improve marketing quality and efficiency. Furthermore, the parties adopt a "deep integration of large models and machine learning" approach to keep pace with the latest technologies while using the most cost-effective technology to implement solutions to meet business requirements.
The Results: Red vs. Blue Team Validation
During the AI co-creation between Juewei Food and Tencent Smart Retail, the two parties conducted multiple "red vs. blue team" marketing tests and found that the upgraded AI Membership Agent performed better than the expert group in core campaign indicators: Among millions of tested users, AI Membership Agent achieved marketing efficiency 2–3 times that of the manual group and sales performance 3.1 times that of the manual group, with a content clickthrough rate being 1.8 times and a payment conversion rate being 2.4 times that of the manual group. The rate of being deleted as a WeCom contact was reduced by 47%. AI Membership Agent directly drives conversions and growth while improving the marketing experience on the consumer side.
- 3.1x sales performance compared to manual group
- 1.8x content click-through rate improvement
- 2.4x payment conversion rate increase
- 47% reduction in WeCom contact deletion rate
- 2-3x overall marketing efficiency improvement
- Tested across millions of users with consistent superior performance
The Impact: Membership Assets Truly Magnified
Currently, offline traffic is declining, instant retail platforms are fiercely competing with each other, and takeaway platform subsidies are escalating. However, the members accumulated by brands can become assets that enterprises can actually possess and operate independently, and with AI added, the value of these assets is truly magnified. The co-creation results of Juewei Food and Tencent show that the "AI + member marketing" scenario presents deterministic opportunities for the industry, and also provides an innovative example of AI application for more enterprises.
Looking Forward: Expanding AI+ Marketing Across Industries
Based on the experience of this in-depth co-creation and Tencent's technical and ecological capabilities, Tencent Smart Retail is also further exploring the in-depth application of "AI + Marketing" with more brands, such as Peacebird, Songtsam Travel, DFI Retail Group, and JNBY, to jointly promote the digital transformation of retail and service industries from scale expansion to efficiency growth, and from full-domain operation to full-domain intelligence.
"The members accumulated by brands can become assets that enterprises can actually possess and operate independently, and with AI added, the value of these assets is truly magnified."
