More than half of UK marketers (55%) have turned to artificial intelligence (AI) to enhance their seasonal campaigns this year, according to new research conducted by consultancy firm Optimizely. The findings underscore the growing reliance on AI to deliver personalised, impactful marketing strategies that resonate with audiences during the critical festive period.
Optimizely’s study surveyed 100 marketers to understand the role AI plays in crafting campaigns that drive engagement and results. Of those surveyed, nearly half (47%) described AI as a “vital” component in their festive campaigns, while 43% reported actively using the technology to develop personalised content aimed at creating deeper connections with their target audiences.
Enhancing Festive Marketing
Tina Nelson, Product Strategy Director at Optimizely, explained the transformative impact of AI on marketing strategies:
“Our findings highlight the growing role of AI in 2024. Marketers must adopt innovative approaches and use all the tools at their disposal to optimise their digital experiences this holiday season for their brand to stand out. It’s more than just enabling brands to make informed decisions; it’s also about helping streamline seasonal marketing strategies and enhancing customer loyalty during the busy holiday period.”
Nelson emphasised the importance of embedding AI throughout the entire marketing suite to maximise its potential. This includes product recommendations, content development, and crafting tailored customer journeys that ensure a seamless and relevant experience at every touchpoint.
Personalisation at Scale
One of AI’s greatest strengths is its ability to create personalised experiences at scale. By analysing customer behaviour and preferences in real time, AI enables marketers to deliver customised content that aligns with individual needs. This capability is proving indispensable during the holiday season, when competition for consumer attention is at its peak.
According to Optimizely’s research, marketers are increasingly relying on AI to:
- Recommend products that align with consumer preferences.
- Craft engaging content that drives emotional connections.
- Streamline and optimise marketing strategies for greater efficiency.
A New Era of Digital Marketing
As AI continues to evolve, its role in shaping the future of marketing becomes clearer. Nelson concluded:
“For digital experiences to really deliver, AI must be embedded throughout the entire marketing suite. This ensures consumers enjoy a seamless, relevant, and tailored journey at every touchpoint, fostering long-term loyalty and driving meaningful results.”
With the festive season underway, these insights reveal how AI is no longer just a tool for experimentation but an essential component of a marketer’s toolkit.
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