Nearly eight in 10 marketers (78%) are using AI to plan, test, and optimise this year’s seasonal campaigns, a 42% jump since 2024.
That’s according to new data released by leading digital experience platform (DXP) provider, Optimizely, which surveyed 100 UK marketers to understand how they’re using AI and personalisation to create high-impact customer experiences during key shopping seasons.
The research reveals that the large majority of marketers are relying more on AI, with 76% saying they’ve increased their use of AI-generated content in seasonal campaigns. This comes at a time when 84% report that consumers expect more personalisation than ever in these peak shopping moments.
But with three in 10 (30%) admitting that their organisation struggles to balance AI with human creativity in major campaigns, there’s a middle ground to be found. According to Optimizely, seasonal marketing only works when it feels truly authentic. The backlash that Spotify experienced in response to last year’s AI-generated Spotify Wrapped, and its more human-centered approach to this year’s edition, is a reminder that AI can enhance campaigns, but it can’t replace the human touch that builds a strong connection with customers.
Tara Corey, SVP of marketing at Optimizely, said: “AI has rapidly become essential to how marketers plan, create, and optimise seasonal campaigns, and our findings show just how dramatically adoption has accelerated over the past year. With consumers expecting more personalised experiences in key retail moments, AI helps teams move faster and refine experiences in real-time, making every customer interaction feel seamless and relevant during the holidays.
“But AI delivers the best results when it complements, not replaces, human creativity. We’ve seen what happens when brands lean too heavily on AI without the emotional nuance that human storytellers provide. The best digital experiences this holiday season will come from brands that combine AI’s ability to scale and optimise with a genuine human touch. Getting that balance right is what makes personalisation meaningful, and what ultimately elevates customer experiences to the next level.”
