Tesco has enlisted celebrity sports personalities as part of a new initiative creating AI hyper-personalised marketing messages.

The ‘Tesco Stronger Starts’ programme features the likes of Olympic gold medallist Dame Jessica Ennis-Hill, and will see the British athlete delivering hyper-personalised messages for each customer.

The supermarket giant‘s new platform is designed to use AI video technology to create a hyper-realistic avatar of Hill, to encourage customers to vote for a local charity or community group of their choosing using their blue tokens.

The video starts with the AI rendition of Hill addressing the customer by their name, and explaining why their vote is going to a good cause. Shoppers then have an option to share their video on social media.

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Tesco said the tailored messages are aimed at providing a unique experience for shoppers, and allow them to form a greater personalised connection to their chosen cause.

Tesco UK marketing director Murray Bisschop explained: “We’re really excited about this campaign, and we hope it encourages even more customers to vote with their blue token and support the local causes that matter to them.

“Tesco Stronger Starts is all about giving children across the UK a stronger start in life, by helping fund healthy food and activities that can improve their physical health and mental wellbeing – from breakfast clubs to playground equipment, and football kits to gardening classes.”