URW Westfield (Unibail-Rodamco-Westfield) is the world’s leading owner, developer, and operator of flagship retail and lifestyle destinations, with a global portfolio of 72 shopping centres attracting over 1.2 billion visits annually and valued at more than €50 billion. Westfield destinations operate as cultural ecosystems that integrate retail, dining, entertainment, and urban life at scale. All performance data and campaign insights referenced in this case study are drawn from URW Westfield’s independent research report, “URW Westfield Magazine Creative Testing” (3rd December 2025), conducted by Studio AAPT. The study was based on a 1,108-person quantitative survey across four key markets (London, Paris, Oberhausen, and Los Angeles), designed to evaluate the effectiveness of Westfield’s AI-driven campaign, benchmark it against prior creative, and assess consumer perception of AI in advertising.