In 2026, “AI” has evolved from more than just the buzzword it once was...
...more than just fake videos of hamsters riding whales, more than confusing images that look almost real…but not quite! And more than just a shortcut for content generation. It has matured into a sophisticated engine that powers everything from our personal daily habits to the complex professional solutions for leading companies all over the world.
In digital marketing, the competition surrounding AI is fierce. Top agencies and marketers are now leveraging intricate, AI-powered strategies to push performance metrics and streamline internal processes. That is exactly why being named a finalist in the "Best Use of AI" category at the European Search Awards 2026 felt like such a massive milestone for Clean Digital. And not only were we shortlisted amongst the industry heavyweights in Europe…we ended up winning the Silver award!
Honestly, it felt just like gold.
Judges CommentsAt this point, it would be remiss not to mention our amazing in-house Data & Analytics team: Aitor Laranaga and Alex Berish. Without their genius - and their constant drive to push the boundaries of what is possible - we simply wouldn't be in this position. Not only do they develop AI-driven technology that propels client performance, streamlines operations, and optimises team resource; they take the time to educate and upskill the wider team. By empowering our account managers to integrate these solutions into their strategies, they’ve helped create a culture of innovation. This is exactly what Fraser Smith and the rest of the Dobbies Garden Centres team achieved, ultimately resulting in the campaign that secured us this Silver award.The Campaign: Weather-Proofing Retail
For our Spring 2025 campaign with Dobbies Garden Centres, we set out to solve a challenge as old as the British retail industry: the unpredictability of the weather. Our analysis showed that Dobbies’ footfall fluctuated wildly based on the forecast. To transform this from an uncontrollable risk into a strategic advantage, we built a bespoke AI Weather Intelligence Dashboard. By integrating real-time Met Office data with historical sales patterns, the AI acted as a live, store-level strategist - automatically reallocating budgets and shifting creative messaging across all 53 locations. It proved that AI could effectively insulate the business against the elements and deliver a more consistent performance throughout the season.
A Long-Standing Partnership
Winning this award is particularly special because it celebrates our relationship with Dobbies, which now spans over seven years. During this time, our work together has won and been nominated for several industry awards; this Silver award is a true testament to that history. A huge thank you to the team over at Dobbies; their willingness to trial new approaches and the trust they’ve placed in us over the years is what makes work like this possible.
While we’re incredibly proud to bring home this Silver, we aren’t stopping here. This project has already provided a roadmap for how we can continue to evolve our AI-driven strategies. We’re excited to keep building on this momentum, working alongside our partners to turn the next set of industry challenges into opportunities for growth. It’s an exciting time to be working in this space, and we can’t wait to see what’s next.
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FAQs
What does this award represent for Clean Digital?
Winning a Silver award at the European Search Awards is a significant milestone for us. It recognises our commitment to delivering high-level, data-driven solutions and celebrates our ability to solve complex commercial challenges using cutting-edge technology.
How does Clean Digital approach AI in marketing?
We view AI as a sophisticated engine to support, rather than replace, human expertise. Our approach focuses on developing bespoke, highly specific tools that integrate real-time data to streamline internal processes and improve performance, ensuring our strategies remain both innovative and commercially sound.
How long has Clean Digital worked with Dobbies Garden Centres?
We have proudly partnered with Dobbies for over seven years. This long-standing relationship is built on mutual trust, a shared appetite for innovation, and a collaborative approach to testing new technologies, all of which have contributed to our shared success in industry awards.
