Generative Christmas: How the Story Has Changed.
- Date
- Written by Alberto Martínez
Three years ago, in 2021, Christmas campaigns followed a relatively predictable script: carefully produced ads with closed stories and one-way messages. Brands shared emotional narratives, but interaction with the audience was minimal.
But the emergence of ChatGPT in November 2022, along with other generative AI tools, transformed this landscape, enabling brands to create more dynamic and personalized Christmas experiences.
By 2023, at Darwin & Verne, we embraced this new wave of creativity. In our Christmas video, our entire team spoke perfect Finnish under the claim: *"This year, we've been inspired by the spirit of Christmas... and Artificial Intelligence."It was our little tribute to the magic of technology and Santa Claus.
Christmas 2024: The Era of Personalization and Interaction
En 2024, gracias a la IA, las marcas están ofreciendo más interacción, y experiencias tan adaptadas a cada usuario como una playlist de Spotify hecha a medida (pero con menos reguetón).
Por ejemplo, Coca-Cola, siempre con el olfato puesto en la nostalgia, ha reimaginado su icónico anuncio de los años 90 «Holidays Are Coming» usando exclusivamente IA. Camiones rojos llenos de luces recorren paisajes nevados. Aunque la campaña ha conseguido un hito, producir un anuncio de Navidad enteramente con IA, también ha cosechado algunas críticas por algunos fallos visuales (parece que los elfos no siempre salen favorecidos con IA). Pero ha abierto un debate sobre la autenticidad y sobre la conexión emocional de los anuncios generados por IA. Porque, ¿hay algo más emocional que un anuncio de Navidad de Coca-Cola?
Influencers and AI: A Very Dynamic Duo
The impact of AI has also reached the influencer world. Content creators like Claudia Cucó and Silvia García de la Paz have integrated virtual storefronts into their profiles, recommending garments similar to those they showcase in their photos, thanks to technology from Multimarkts, a startup within Next Chance Group, the investment fund led by Nicolás Luca de Tena. This technology not only facilitates purchases for their followers but also generates additional income for the influencers.
A Little Magic in Our Everyday Lives
The major platforms are driving innovation. Google Maps has incorporated AI to help us navigate the jungle of holiday shopping. Looking for the nearest store with that reindeer sweater? Google will find it for you. Want to know if it’s worth waiting in line at the holiday market? AI-generated reviews have the answer. Tools like Live View and Lens in Maps provide instant information through augmented reality, enhancing the user experience during holiday shopping.
Amazon has opened an immersive exhibition in Madrid that recreates a scaled-down logistics center inside a giant 100-square-meter box. Here, attendees can closely observe how technology, including AI, optimizes each process—from product selection to sustainable packaging (another advancement since 2021). Because technology can be magical... and efficient.
The Christmas That Will Never Be the Same Again
In 2024, Christmas campaigns aim not only to evoke emotion but also to invite participation, experimentation, and play. Generative AI has expanded creative possibilities but has also sparked new debates: What happens to authenticity? Can emotion be created through technology? Where are the ethical boundaries?
What is certain is that in three years, by 2027, we’ll look back and see that the revolution was just beginning. For now, let’s enjoy this Christmas. And if you receive a greeting in Finnish, you already know who’s to blame.
