More than half of UK marketers (55%) turned to AI for help with their seasonal campaigns this year, according to research from consultancy Optimizely.

The group’s research found that 47% of marketers who responded consider AI to have played a ‘vital’ role in their festive campaigns this year, while 43% are currently using it to craft personalised content to create a deeper connection with target audiences.

According to the consultant marketers are turning to AI to ensure their Christmas campaigns resonate with customers.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

The survey asked 100 marketers for their insights on AI and how it can be used most effectively.

Optimizely product strategy director Tina Nelson said: “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.

“For digital experiences to really deliver, AI must be embedded throughout the entire marketing suite — from recommending products to developing content — ensuring consumers enjoy a seamless, relevant, and tailored journey at every touchpoint.”