How marketers can use AI to sleigh this shopping season

It’s also the noisiest. And consumers are tuning out. You know that seasonal marketing plan you were planning to kick in around now? Most audiences have already got their hands over their ears: 67% were thought to hit marketing fatigue by November last year.

And they’re punishing brands who don’t get that – one in two (49%) don’t buy from a brand after seeing the same ads repeatedly. That’s not a marketing season to be jolly.

All I want for Christmas is AI?

The whole world is increasingly turning to AI to scale and feed the content beast. So consumers are understandably more receptive to the tech: 68% feel positive about the possibilities of AI this year, compared to 62% in 2024, says Kantar’s annual Media Reactions report.

At the same time, GWI reports that only 16% of internet users feel represented in AI-generated ads – a figure that’s not changed from 2024 to 2025. It’s a clear sign that creative diversity and authenticity still need attention.

And consumer unease around data use also persists, with nearly a third (30%) expressing concern about how their personal data powers AI. Marketers, therefore, must double down on transparency and privacy-first strategies.

So, what’s the answer? It’s not just about picking up the tool, but using it well, says Marko Johns, UK managing director, Seedtag:

“The real opportunity for this shopping season and beyond lies in using AI well – as a true, end-to-end partner throughout the creative process, not just as a shortcut. By using AI to uncover audience insights, shape smarter creative, and optimize performance in real time, marketers can prioritize relevance over reach and empathy over intrusion.”

Here are three ways to use AI campaign tools, to get on consumers’ ‘good’ list this year:

1. Read the room before you deck the halls: Use real-time, neuro contextual data to understand your audience’s mindset and seasonal motivation before and during your campaign.

Neuro-contextual advertising goes beyond basic targeting by combining AI and neuroscience to predict emotional tone and content impact. By analyzing sentiment and likely audience reactions, AI helps shape creative that feels relevant, human – and most importantly for this time of year, fatigue-resistant.

For example, Seedtag’s neuro-contextual AI engine, Liz (analyzing over 80 million articles daily to surface content trends) has revealed that 24% of Christmas-related content mentions Black Friday – so marketers should leverage the whole shopping season, not see it in silos. And readers hunt for early deal previews, product comparisons and shopping tips from early November. That means marketers should plan a pre-event phase to build intent and post-event retargeting to convert late shoppers.

2. Wrap creative in relevant emotion: Leverage AI to enhance storytelling and design assets that match emotion with context. For instance, Seedtag’s Liz reflects a growing move in the industry towards tools that not only measure what drives creative performance but also adapt and optimize it dynamically. Liz provides brands with analysis, recommendations and creative generation to deliver a stronger impact – up to 10 points stronger purchase intent and eight points higher brand recall, according to trials.

And this year, contextual analysis reveals how emotion defines verticals differently by season. For example, tech leads during Black Friday, driven by functional value and utility, while alcohol peaks at Christmas, fueled by emotional and social connection.

“Consumers think in terms of experiences and moments, not categories,” says Johns: “Their boundaries blur across tech, beauty, travel and retail. Hybrid storytelling wins attention. And successful brands know when to lean on logic and when to lean on emotion: that balance is what makes creative resonate.”

3. Keep the magic going throughout: to keep consumers switched on, get into the habit of mid-campaign optimization, dynamically adjusting creative based on performance data, consumer mood and real-time context.

Seedtag analysis shows that precision now beats presence. The most effective brands aren’t those flooding feeds: they’re the ones who fine-tune messages to feel timely and personal. For example, brands like Dyson or Lidl, with fewer but more focused assets, drive stronger engagement. Meanwhile, DFS and Kärcher see peaks when their creative aligns with emotional highs rather than sheer volume.

The key is to listen, learn and adapt – turning campaigns from static bursts into living, responsive storytelling.

To explore how neuro-contextual advertising can transform your campaigns and drive greater impact, contact Seedtag.