The case study delves into the complexities surrounding AI-driven marketing within Swiss Wines, a company specializing in both online and offline retail of Swiss wines. Seeking guidance, the company consults an AI expert to help in the implementation of an AI-driven marketing approach. The primary focus lies in elucidating and formulating a tailored AI-driven marketing strategy for Swiss Wines, aimed at fostering distinctive and personalized customer experiences. Throughout the case study, students will analyze the company's current position, explore various alternatives, and evaluate exemplary initiatives and strategies.