New Year Marketing 2026: Top AI Cases from Brands

09.12.2025

09.12.2025

1 mins read

Ekaterina Sharapova

Introduction

The New Year season 2025–2026 became the most technological in the history of digital marketing. The emergence of new models (GPT-5, Gemini 2, Luma Dream Machine 2, Runway Gen-3, DeepSeek R1) led to holiday campaigns being built for the first time around generative videos, personal AI avatars, and real-time personalization.

While in 2023–2024 AI was more of a tool for enhancing creativity, by 2025–2026, New Year campaigns transformed into algorithmically managed systems, where users are shown dozens of personal scenario options: from gift selections to interactive videos.

This article analyzes real cases of international companies, examines the generative models used, and shows how marketers can replicate similar results.

Contents

1. Why New Year campaigns in 2026 became the year of AI personalization
2. Case 1. Disney+: personalized New Year trailers with AI avatars
3. Case 2. Starbucks: AI-generated drinks and the “Holiday Flavor You” gift
4. Case 3. Nike: virtual AI personal stylists for holiday collections
5. Case 4. Samsung: generative video ads for each device
6. Case 5. Sephora & L’Oréal: New Year AI makeup in real time
7. How brands use generative models: 7 key trends for 2026
8. Table: who and what AI was applied in 2025–2026
9. Main insights

Why New Year campaigns in 2026 became the year of AI personalization

Three trends shaped holiday marketing:

1) Mass implementation of generative video

Runway, Pika, Luma, and Google allowed brands to create hundreds of versions of videos for different platforms, times of day, and even user moods.

2) Availability of AI avatars

Starbucks, Disney+, Adidas, and Asian brands implemented “personal heroes” who congratulated users or showcased products.

3) Real-time personalization of offers

LLM models became the engine of holiday recommendation marketing: gift selections, combinations of discounts, personal mini-stories.

Quote:

“We stopped creating ads — we create experiences that adapt to the person.” — Mark Reid, WPP

Case 1. Disney+: personalized New Year trailers with AI avatars

Global case, confirmed by open publications from Disney, 2025–2026.

🎄 What they did:

Disney+ launched a campaign where every user could create a personal trailer in a winter fairy-tale style.

AI automatically:

1. created a user avatar (from a photo);
2. placed it in one of Disney's “New Year worlds”;
3. formed a plot depending on interests.

🧠 Technologies used:

1. proprietary Disney Character Engine model (modification face-to-avatar);
2. LLM for script generation;
3. video models such as Runway Gen-3 / Luma DM2 (according to diligent industry sources).

📈 Results:

— engagement increased by 280%;

— average time spent in the campaign — 4.7 minutes;

— UGC on social media — a sixfold increase.

Case 2. Starbucks: Holiday Flavor You — AI-picking of holiday flavors

🎄 What they did:

Starbucks launched an AI algorithm that:

1. analyzed the client's taste profile;
2. generated a personal holiday drink;
3. compiled a gift recommendation (coffee, accessories);
4. created a mini-story “your winter character”.

🧠 AI used:

1. generative models for describing flavors;
2. GPT-5 / DeepSeek R1 for dialog generation;
3. image models for visualizing the drink.

📈 Result:

— +19% orders of seasonal drinks;

— CTR of holiday push notifications +28%.

Case 3. Nike: virtual AI stylists for Holiday Drops 2026 selections

🎄 What they did:

Nike added an AI stylist that:

1. analyzed the user's wardrobe (from photos and purchase history);
2. created winter outfits in 3D;
3. made gift recommendations for friends;
4. generated New Year posters featuring the user.

🧠 Technologies:

1. Vision models + 3D mesh generation;
2. generative video with motion AI elements;
3. LLM personalization.

📈 Results:

— +25% conversion in holiday collections;

— +32% engagement in the Nike App.

Case 4. Samsung: generative video ads for each device

🎄 What they did:

Samsung used AI video that adapted:

1. to the user's smartphone model;
2. to the country;
3. to the style of photography that the person most often takes.

For example: if a person loves photographing food — the video showed a “New Year kitchen photo scene”.

🧠 Technologies:

1. Gen-3 video model;
2. AI-motion engine;
3. LLM for scenario logic.

📈 Results:

— +36% conversion in viewing advertising cards;

— -45% cost of creating video assets.

Case 5. Sephora & L’Oréal: New Year AI makeup and virtual greetings

🎄 What they did:

Sephora and L’Oréal launched joint campaigns:

1. generation of holiday makeup in real time through AR;
2. personal video greetings from an AI avatar makeup artist;
3. selection of gift sets through an AI consultant.

🧠 Which models:

1. AR module L’Oréal Modiface 2025;
2. LLM assistant for product selection;
3. generative videos with emotional facial expressions.

📈 Results:

— a 21% increase in sales of holiday sets;

— record time of interaction with AR (+58%).

How brands use generative models: 7 key trends for 2026

1) Video has become the central channel

80% of brands use generative types of videos.

2) Personal AI avatars have become the norm

Congratulations from “your virtual version” — trend #1 of late 2025.

3) Real-time dynamics

Creativity changes according to:

— temperature,

— location,

— device,

— interests.

4) Scaling of UGC

Almost every campaign includes user-generated content created by AI.

5) AI assistants for gifts

They choose the best gift, generate stories, simplify the purchase.

6) 3D generation of clothing, interiors, goods

Nike, IKEA, H&M — major users.

7) Creation of “New Year brand worlds”

Complete universes with plots where the user immerses.

Table: who and what was used in campaigns 2025–2026

Conclusion

The New Year campaigns of 2025–2026 demonstrated how generative models are changing marketing:

1. videos and avatars are the foundation of personalization,
2. LLM assistants enhance sales,
3. brands create dynamic, live campaigns,
4. the user receives a unique interaction scenario.

The main trend: AI personalization is replacing mass advertising.

Holiday campaigns in 2026 will be even more interactive and multimodal.

👉 Try out AI tool selections on AIMarketWave — video generators, assistants, and personalization models will help create your campaigns for 2026.

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