Marketing

Most UK marketers using AI for holiday campaigns

Photo: Generated by AI. Adobe Stock.

December 22, 2025

Nearly eight in 10 U.K. marketers (78%) are using AI to plan, test and optimize this year's seasonal campaigns, a 42% jump since 2024.

That's a top finding from Optimizely's survey of 100 U.K. marketers regarding AI and personalization, according to a press release.

Yet three in 10 (30%) admit their organization struggle to balance AI with human creativity in major campaigns.

"AI has rapidly become essential to how marketers plan, create and optimize seasonal campaigns, and our findings show just how dramatically adoption has accelerated over the past year. With consumers expecting more personalized experiences in key retail moments, AI helps teams move faster and refine experiences in real-time, making every customer interaction feel seamless and relevant during the holidays," Tara Corey, SVP of marketing at Optimizely, said in the release.