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
In 2024, thanks to AI, brands are offering more interactive experiences, tailored to each user like a custom-made Spotify playlist (but with less reggaeton). For example, Coca-Cola, always attuned to nostalgia, has reimagined its iconic 1990s "Holidays Are Coming" ad using AI-generated imagery. The ad features red trucks adorned with lights traversing snowy landscapes. While this marks a milestone—producing a Christmas ad entirely with AI—it has also faced criticism for visual glitches (it seems elves don't always fare well with AI). This has sparked a debate about the authenticity and emotional connection of AI-generated ads. After all, is there anything more emotional than a Coca-Cola Christmas ad?
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.
