Why Authenticity Wins During the Holidays
The holiday season is unlike any other time of year for marketers. Shoppers aren’t just looking for products; they’re looking for meaning. Purchases are tied to family, generosity, tradition, and joy. It’s a season where emotions drive behavior as much as discounts do.
At the same time, 2025 has been the year of AI content. Tools like ChatGPT and Jasper have made it easier than ever to generate massive volumes of copy. Many brands leaned heavily into AI to build blogs, gift guides, and email campaigns for the holidays. The result? A flood of content that felt, to consumers, eerily similar.
According to HubSpot, 88% of consumers say authenticity is a key factor in deciding which brands they support. When every inbox and feed is saturated with AI-generated copy that lacks voice and nuance, only the brands that infuse their content with a human touch will break through.
For CMOs, content leads, and brand managers, the challenge is clear: how do you scale efficiently with AI while maintaining authenticity?
The holidays are more than a sales season, they’re a storytelling opportunity. Here’s how to strike the right balance, leveraging AI where it shines while protecting your brand voice where it matters most.
The Risks of AI-Only Content in Q4
Over-reliance on AI during peak season can lead to several pitfalls:
1. Generic Messaging That Blends In
AI excels at pattern recognition, which means its output often sounds like a mashup of what’s already out there. That’s dangerous in Q4, when differentiation and cutting through noise are essential.
2. Voice Inconsistency
Without editorial oversight, AI can drift from your brand’s tone or use phrasing that feels off-brand.
3. Shallow Emotional Connection
AI struggles to connect products to cultural moments and human emotions, like nostalgia for family gatherings or the excitement of giving the perfect gift.
In a high-stakes season where connection matters most, AI-only content campaigns may leave money on the table.
Where AI Adds Value
AI should not be dismissed. It’s a powerful tool when used for the right purposes. In holiday marketing, AI can:
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Accelerate production. Draft outlines for gift guides, blog posts, and social captions
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Generate variants. Provide multiple subject lines or headlines for A/B testing
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Handle structured content. Create metadata, FAQs, and schema-driven outputs quickly
Let AI handle the repetitive tasks, so your team can focus on emotional resonance and creativity.
Curious how we help brands scale content with AI? Learn more about our SEO services!
How to Blend AI and Human Creativity
Use AI for Structure, Not Final Drafts
AI can generate content frameworks. But final messaging should always pass through a human editor who understands your brand tone and buyer intent.
Ground Content in Customer Insights
Incorporate verbatim customer reviews, support questions, or survey results. This ensures your content reflects real voices, not generic phrasing.
Showcase People, Not Just Products
Feature employee gift picks, founder messages, or customer stories. Storytelling anchored in real people will always feel more genuine than algorithmic content.
Test AI Variants, Human-Select Winners
AI can generate dozens of ad copy versions. Let human strategists select which aligns with your audience and campaign goals.
Practical Applications for Holiday Campaigns
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Gift Guides. Use AI to draft structures like “Top 10 Gifts for Dad,” but curate the actual product selection and storytelling with your content team
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Email Campaigns. AI generates subject line options; humans refine them into emotionally compelling calls to action
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Landing Pages. AI handles the product specs; copywriters infuse brand voice and benefit-driven headlines
Running seasonal promotions? We can optimize your holiday campaigns for performance and authenticity.
Key Takeaways
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AI is a tool for efficiency, not a replacement for human storytelling
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Holiday campaigns succeed when they reflect authentic voices and emotions
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Use AI for structure, variants, and metadata, but keep humans in charge of tone, story, and nuance
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Authenticity is a competitive advantage when inboxes overflow with generic AI copy
At (un)Common Logic, we help marketers strike the right balance between AI-driven scale and human-led storytelling. Contact us today to see how we can help.
FAQs
Should I disclose AI use in my marketing?
Not unless it’s core to your value proposition. Consumers care more about authenticity and resonance than about tools.
What types of content are best suited for AI?
Structured formats like metadata, product attributes, and FAQ sections. Leave storytelling and campaign messaging to humans.
How can I ensure my brand voice isn’t lost?
Train AI tools on your best-performing content and always have human editors review final drafts. Create brand tone guidelines.
Does AI have a role in CRO?
Yes. AI can rapidly generate variant headlines or CTA ideas, but CRO strategy and insights must come from humans.
