AI as a Creative Enhancer, Not a Replacement

This was the guiding principle behind this year’s Christmas campaign, “Let it Jingle” —our Christmas message to customers and partners, which includes an interactive microsite where visitors can experience the same Christmas song in eight completely different musical styles: from alternative to techno to opera and metal.

A small celebration of diversity. And at the same time, a good example of how we use AI in our creative processes today.

The idea: Powered by humans.

Let’s start with the most important thing:
The core idea behind the campaign didn’t come from a prompt.

It all started with a core idea, which was then further developed through classic, analog team brainstorming. Discussions, sketches, discarding ideas, and further reflection. The question was simple:
How can we bring diversity, individuality, and different tastes to life in a playful, engaging, and fun way?

The answer: One song—many interpretations.

It wasn’t until the creative concept was in place that AI tools came into play.

AI as a Creative Enhancer, Not a Substitute for Creativity

For the musical implementation, we used Suno to generate initial music clips for various genres. These clips were not the final product, but rather a basis for discussion:
Listen, provide feedback, refine, and regenerate.

At the same time, we developed the visual motifs: subtly abstract, Christmassy imagery that playfully interprets a different musical genre in each case. To achieve this, we combined Gemini AI (Nano Banana) and Midjourney, iterating on styles, color palettes, and details—always with a clear design goal in mind.

The lyrics for the various genres were developed with the help of ChatGPT, then edited and adapted. The tone, rhythm, and genre characteristics remained clearly under human control throughout the process.

In short:

• The ideas and decisions came from the team
• The AI provided the execution and speed