Over half of UK marketers (55%) utilise artificial intelligence (AI) to strategically plan and enhance their seasonal marketing campaigns, according to new research by Optimizely. The study, which surveyed 100 marketers across the UK, shows the increasing reliance on AI to enhance digital experiences during shopping seasons.
“Our findings highlight the growing role of AI in 2024. Marketers and retailers alike 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, ” said Tina Nelson, Optimizely’s product strategy director.
In addition, almost half (47%) of respondents said that AI would play an essential role in their upcoming holiday marketing efforts. As many as 43% are already leveraging AI to develop highly personalized content, ensuring their Christmas campaigns are engaging and resonate deeply with their target audiences. Focusing on personalisation is critical to capturing attention and building stronger customer connections during the competitive festive period.
Moreover, the integration of AI into marketing strategies reflects the broader trend toward data-driven personalisation and operational efficiency. AI allows marketers to analyze large data sets, predict customer behaviors, and create tailored experiences that stand out in crowded digital spaces. With consumer expectations rising more than ever, especially during high-pressure seasons like Christmas, AI is proving indispensable for brands to drive improved customer experiences.
As AI continues to evolve, its role in marketing will likely expand, providing new ways for brands to connect with customers and refine their campaigns.