Why 2025 Tested the Limits of AI
The 2025 holiday season is the first major test of AI-generated content at scale in a business-critical time. This year, marketers had access to new tools capable of producing ads, product descriptions, emails, and blogs at lightning speed. Under the pressure of Black Friday and Cyber Monday deadlines, many teams lean heavier on automation.
As always with early adoptions, thus far, the results utlizing AI were mixed. Some brands benefited from faster output and increased testing capacity.
Others saw diminishing returns as AI-produced content flooded inboxes and SERPs, often lacking creativity, specificity and emotional pull needed to convert.
For CMOs, Content Directors, and Brand Managers, the lesson is clear: AI is a productivity tool, not a substitute for strategy. The campaigns that performed best were those where AI efficiency was paired with human oversight and creativity that provided AI guardrails and data to maximize its potential.
Where AI Added Value
AI proved useful in specific, tactical areas where structure and speed mattered most:
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Volume production. Retailers used AI to generate product rich content (images, descriptions, titles) across large catalogs in record time.
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Outline creation. Marketers applied AI to draft personalized email campaign flows and strcutures at scale using zero and first-party data, saving teams hours.
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Variant generation. AI produced multiple variations of messaging that could be quickly A/B tested, analyzed and optimized.
These uses freed teams from repetitive work and allowed them to focus on higher-level strategy and refinement.
Where AI Fell Short
The same efficiency that made AI attractive also exposed its weaknesses. Common pitfalls emerged throughout the year:
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Generic messaging. AI-generated copy often sounded flat, repeating phrases across industries without meaningful differentiation. The more brands used AI, the more sameness appeared everywhere.
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Weak emotional resonance. Successful campaigns equal high engagement. It require storytelling and sentimentality. AI failed to capture nuances like nostalgia or urgency in a way that really speaks to the target audience.
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Inconsistent brand voice. Without guardrails, AI output strayed from established tone, leading to disjointed customer experiences.
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Shallow insights. AI could summarize features but rarely tied them to benefits that mattered to buyers context, such as convenience, joy, or savings.
The result: inbox, ad and site fatigue for users on undifferentiated content that blended into the noise.
External Research and Expert Insights
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Search Engine Journal found that while AI-generated content can save time, audiences are quick to notice when messaging lacks human authenticity.
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HubSpot’s State of Marketing AI report noted that 45% of marketers who experimented with AI in 2024 cited “off-brand tone” as their biggest challenge.
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Google’s own guidelines emphasized that AI-generated content should always be reviewed for accuracy, usefulness, and alignment with search intent.
These insights reinforce what the 2025 showed us this year: unchecked AI can undermine performance.
How Successful Brands Balanced AI and Human Input
The brands that saw the best results didn’t reject AI outright — they defined roles for it.
Product Pages at Scale
AI was tasked with drafting specifications and meta descriptions. Human editors reframed the content into benefit-oriented language that resonated with holiday shoppers: “12-hour battery life” became “power that lasts through every holiday road trip.”
AI was also used in helping generate better, more compelling product images and videos moving away from the bland singular product image to lifestyle variations.
Email Campaigns
AI provided recommendations for subject lines. Humans selected and refined them for emotional appeal: “Save 20% Today” became “Make Spirits Bright with 20% Off — Today Only.”
Gift Guides
AI generated a draft structure for “Top 10 Gifts for Dad.” Marketers curated the final selection, layered in brand voice, and optimized content for SEO.
In every case, humans injected the creativity, authenticity, and persuasion that AI couldn’t provide.
Lessons for 2025 Holiday Planning
2025 taught marketers that AI must be used strategically, not universally.
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Automate repetitive tasks. Use AI for metadata, FAQs, and outlines — areas where creativity is minimal.
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Protect brand voice. Require human editors to refine AI drafts before publishing.
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Leverage AI for testing, not storytelling. Variant generation is valuable, but final storytelling should remain human-driven.
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Create hybrid workflows. Define in advance which steps in the content pipeline will use AI and which will stay manual.
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Measure ROI beyond efficiency. Don’t evaluate AI by the number of drafts it produces — judge it by how much it contributes to conversions and revenue.
Preparing for the Next holiday Season sales push
CMOs and Content Directors should see AI as an enabler of better strategy, not a replacement. Plan workflows where AI accelerates low-value tasks and humans focus on creativity and persuasion.
Marketers who adopt this hybrid mindset will enter the next holiday season with stronger campaigns, faster production cycles, and messaging that resonates.
At (un)Common Logic, we help brands design hybrid content strategies that combine the speed of AI with the power of human insight. Contact us to see how we help clients scale content without sacrificing performance.
FAQs
Should I rely solely on AI for product descriptions?
No. AI can draft product descriptions quickly, but human editors should refine for brand voice and persuasive benefits.
What’s the best use of AI in holiday marketing?
High-volume, structured tasks like metadata, FAQs, and subject line testing.
How do I measure AI’s effectiveness?
Focus on conversion impact, not just content quantity. Track revenue outcomes tied to AI-assisted campaigns.
Can AI improve CRO testing?
Yes. AI can generate multiple variants to test, but human strategists should determine which align with user behavior and brand strategy.
