Could we use AI to make an ad as loved as the John Lewis Christmas spot?

The answer, frankly, is yes. From a purely technical standpoint anyway.

The capability is already here. 

AI can create production-grade, brand-compliant content. And from our own internal testing, AI agents can already conceive and create campaigns that are strikingly similar to the work our agencies have won Cannes Lions for. The technology can be efficient, productive, and, yes, creative.

But that leads to the much more important question. 

Even if it can make a Christmas ad, would it ever make a really good one? 

The kind of ad that captures the nation’s heart and has colleagues in Germany watching out for its premiere?

The Monet Problem

This is where we move from the science of capability to the art of taste. In centuries past, respected critics and patrons were the influencers of good taste. In today’s fragmented media landscape, who determines what is ‘good art’? Can a machine understand, or even have, taste?

This challenge is what I call ‘The Monet Problem,’ and it has two parts. The first is a problem of selection. An AI can generate thousands, even millions, of different renditions of an idea ‘in the style of Monet’. But which of the infinite options is the ‘best’ one? The second, deeper part of The Monet Problem is one of true innovation. Can an AI discover a completely new genre, in the way Monet is considered a founder of Impressionism?

Ultimately, both parts of the problem boil down to a single question: How do we use this technology to generate not just endless options, but genuine impact?

Personalisation versus relevance

When we discuss creating an impact in marketing today, the conversation often turns immediately to personalization. This is, without question, one area where AI is already a transformative force. Look at the work Ogilvy and Wavemaker did for Cadbury Celebrations in India; the campaign featured a licensed AI deepfake of superstar Shah Rukh Khan, who appeared to personally endorse specific local businesses by name. These hyper-personalised ads were geo-targeted to passers-by, promoting nearby stores and encouraging local shopping during the festive season of Diwali. This is a brilliant example of AI creating personal impact at an unprecedented scale.

But if you think of the ads that have truly stuck with you, the ones you talk about for years, chances are they weren’t personalised.

They’re likely to be the ads that struck a universal chord. They’re the ones that tapped into a shared nostalgia, spoke to a cultural moment or unearthed a fundamental human emotion. The power of these ads is not in their personalisation, but in their cultural relevance. And relevance is an innately human understanding. AI can surface data, but it takes a human to interpret it, feel the cultural moment and identify the core insight that will truly connect.

Holiday cheer that connects

This human understanding of relevance is precisely what allows brands to produce work truly connects to consumers. And John Lewis’s ads stand as a prime example. The creative approach has forged a strong neural connection between the brand and the festive season. By consistently pairing John Lewis with emotions and rituals of the season, their campaigns have cemented “John Lewis” and “Christmas” as almost interchangeable, achieving deep and enduring relevance.

This powerful blueprint isn’t limited to John Lewis; we see its principles playing out expertly across this year’s festive work too. The Google Pixel campaign found its relevance by tapping into a shared cultural text, using the stars of Love Actually to connect with our collective holiday viewing habits. The relevance of the San Pellegrino Thanksgiving and holiday spot lies in its authentic portrayal of a shared social ritual – the chaotic family dinner – that creates an instant, humorous connection. Brands like Boots and Sainsbury’s responded to a relevant emotional need for escapism and joy by bringing beloved fairytales and characters back into our lives. And a sales event campaign from Lincoln crafted a narrative to resonate deeply with an audience that values lifting others up, connecting with customers who understand that true luxury lies not just in what you have, but in what you give.

So, while AI can, and already is, generating creative work that is technically brilliant, the human understanding of relevance will remain the essential spark. It is the art of telling a great, authentic story around a key insight that creates a campaign capable of rivalling a John Lewis Christmas spot.

The true opportunity lies not in replacement, but in partnership: human insight and taste, augmented by the incredible scale and creative potential of AI. After all, the secret to creating work we truly love, is human relevance, actually.