GUEST COLUM | AI plus creators is how brands win the festive season

NOIDA: As brands compete for consumer attention during the festive season, the combination of artificial intelligence and creator-led storytelling is opening new avenues for personalised marketing. Efficacy Worldwide head of AI intervention Anubhav Pandit explores how AI-driven insights can help brands understand consumer preferences, cultural nuances and emerging trends, while influencers bring authenticity and emotional relevance to campaigns. He argues that combining data intelligence with human creativity allows brands to deliver festive experiences that resonate with diverse audiences without compromising scale or personal connection. Pandit’s central argument is that festive marketing must move beyond generic promotional messaging towards personalised, culturally relevant experiences. While AI enables brands to analyse consumer behaviour, identify audience segments and anticipate preferences, creators translate those insights into relatable stories that build emotional connections.

He highlights how this combination can improve campaign relevance, enable real-time adaptation, strengthen consumer loyalty and drive better returns on investment. Looking ahead, he envisions more immersive festive campaigns powered by AI, augmented reality, personalised recommendations and creator-led experiences, where technology enhances rather than replaces human creativity.

Festive seasons have always been moments for connecting with consumers. These are times when feelings are strong, traditions are honoured and people come together to share joy and happiness. For brands, these moments are not about selling products but about joining the celebration. In today’s digital world, where everyone is shouting, just sending out festive promotions doesn’t count anymore. People want campaigns that feel real, that speak directly to them, and that respect their values and experiences. That’s where artificial intelligence meets creator-led storytelling. This combination is making festive marketing personal, more relevant, and more meaningful. It’s turning campaigns into intimate moments that truly connect.

Artificial intelligence gives the power to look at a large amount of consumer data and find information that was not available before. From the way people look at websites and what they buy to customs and what people say online, AI can show the different ways people celebrate. It can find groups inside bigger audiences, guess which kinds of content will be most liked, and even see when people are most interested. For example, AI could show that Gen Z in cities like gifts that are good for the environment, while families in smaller places feel traditional recipes and customs are better. These findings help companies make messages that fit each group instead of general messages that people might not pay attention to.

Intelligence alone does not solve everything. People want authenticity. That is why creators and influencers become very important. Creators and influencers are trusted voices who show the feelings and daily rituals that people live. When influencers share their celebrations, the audience sees their own lives reflected. By mixing AI’s power with the personal touch of creators, brands can make campaigns that use data but also touch hearts. Imagine AI spotting popular hashtags and influencers turning them into stories that feel real. The outcome is content that feels like it is made for you while still being able to reach millions.

The teamwork between intelligence and creators is already showing in good holiday campaigns. A clothing company that is bringing out its collection might use artificial intelligence to find out that soft colours are popular with Gen Z, while Gen X still likes red and gold. With this information, the company works with lifestyle creators to show coloured clothes in up-to-date places. In contrast, cultural creators show traditional clothes during family events. The campaign reaches different people without changing what the company stands for. It is custom-made for people, helped by artificial intelligence, and made bigger by creators.

The advantages of this method are obvious. Staying relatable works well with staying accurate, especially when influencers add a sense of closeness and AI keeps the message targeted. Growing larger is possible without losing touch because a campaign can reach millions and still feel like a personal conversation. Adapting quickly is now realistic, as AI watches emotions and helps brands adjust fast when people’s moods shift. In the end, the ROI improves because personal messages attract interest, drive more sales, and create stronger loyalty.

I think in the future, festive marketing will become more immersive. Artificial intelligence will go beyond age and gender data and will try to understand the emotions that drive why people celebrate. Influencers will turn into storytellers, connecting brand messages with the feelings of people. Campaigns may use intelligence to power augmented reality filters that let people try out looks in a virtual space, influencer live streams showing personalised gift ideas, and advertisements that change immediately as people act. Tomorrow’s festive marketing will feel like experiences, blending technology with human creativity.

At its core, festive marketing is about connection. It’s about sharing joy, honouring traditions, and creating memories. Brands can use AI insights and team up with creators to make campaigns that feel personal, real, and full of celebration, even when reaching millions. This blend turns marketing from sending messages into having real talks with customers. In a world of digital noise, the rule is simple but powerful: AI plus creators equals festive personalisation at scale. Festive marketing is not a plan. Festive marketing is the future of how brands will celebrate with their audiences.