De’Longhi

A publishing system assisted by AI to connect product, ritual and coffee knowledge with more consistent social calendars

De'Longhi doesn't just communicate machines: it communicates a way to prepare, understand and enjoy coffee. The challenge was to give continuity to this universe without turning every novelty into a product sheet or repeating the same copy on all platforms.

Karmina AI Studio implemented a Social Publisher connected to products, manuals, recipes, campaigns and brand criteria. The agent prepared variants and structures; the social team decided the story, the moment and the appropriate combination between real content, creators and assisted pieces.

Main CTA: Connect knowledge and social calendar CTA Secondary: Discover the Social Publisher

Summary Fact Sheet

• Brand: De'Longhi
• Sector: Consumption, home and coffee culture
• Challenge: sustain a rich social narrative without repeating product and message
• Principal Agent: Social Publisher
• Complementary agents: Market Scout · Video Editor
• Service: Karmina Always-On Social AI
• AI layer: social content agent powered by product knowledge
• Human role: strategy, story, creators, real production and approval

El challenge

Moving from publishing products to building a brand culture

The content can talk about technique, recipes, times of day, maintenance, origin, design, hospitality or community. Without a common base, it is easy to concentrate too much in some territories, repeat formats or give different instructions according to the channel.

The challenge was to maintain diversity and accuracy at the same time, especially when a recipe or configuration depended on a particular model.

The starting point

Knowledge was ordered in product sheets, possible actions, limitations, questions, tested recipes, public and territories. Each channel had a function and a voice: to inspire, to explain, to converse, to demonstrate or to derive.

The calendar ceased to be an empty grid and became a governed combination of goals, audiences, formats and sources.

The Karmina AI Studio approach

The Social Publisher could:

• Propose angles from approved sources;
• adapt an idea to different channels without copying it;
• prepare briefs for video, creators or design;
• detecting calendar repetitions and imbalances;
• generate variants of copy and CTA;
• Retain reference to the product and source.

The Market Scout provided new signals and the Video Editor converted actual demonstrations into reusable formats.

How it worked

1. Definition of the object and territory of the piece.
2. Recovery of the product, sources and applicable examples.
3. Proposed angles and formats.
4. Variant preparation per channel.
5. Brand review, accuracy and production.
6. Human publication and learning record.