Artificial Intelligence has moved into our daily lives. It is no longer just a buzzword at tech conferences; it is on the desk of every CEO, marketer, and freelancer. Some see it as a "superpower," providing abilities they did not have before, while others see pure efficiency: faster copywriting, instant strategic outlines, or automated video editing.

This year, we have been asked in numerous interviews about the internal processes at Prisma: how we integrate AI into our work without losing what constitutes the essence of marketing.

The golden rule: do not trust a machine with strategy!

Whoever works on your marketing, be it an agency, an internal employee, or a freelancer, everyone must keep one principle in mind: Marketing rewards uniqueness and novelty.

"Algorithms are built from past data. If your strategy and creative foundations come entirely from AI, then your brand will be just like the average, because AI itself is the statistical average."

If a campaign plan starts with "prompting," the human insight that differentiates you from competitors is lost. AI is worth using in execution and testing: here it can truly raise quality and radically increase speed. But the foundations, the "soul" of your brand, must remain in human hands.

The audience sees everything

It is important to understand: you are not the only one who knows about AI; your customers do too. Generative content is often associated with negative connotations today: laziness, shallowness, "soulless" work. If the audience senses an "AI smell" on a campaign, trust is immediately shaken.

Here are some instructive examples from 2025, where the excessive use of technology backfired:

Case Study: Coca-Cola’s 2025 „Holidays Are Coming” AI Scandal

For decades, Coca-Cola has owned the "holy grail" of Christmas marketing. The sight of the iconic red trucks signifies the start of the holiday season for generations. In 2025, however, the company made a bold (and according to many, reckless) decision: the classic commercial was recreated 100% using generative artificial intelligence.

What exactly happened? The company edited the final result from over 70,000 AI-generated clips, using models such as Runway, Luma, and Leonardo. Although technical progress was spectacular compared to 2024 experiments, the audience reaction was overwhelmingly negative.

Why did the campaign fail in the eyes of the public?

• The „Uncanny Valley” effect: Although the trucks and lights were spectacular, the AI-generated animals (polar bears, seals, pandas) became "too perfect." Viewers described those interactions, which should have been heartwarming, as "plastic," "lifeless," and "creepy."

• Logical blunders: Sharp-eyed viewers immediately spotted typical AI errors: truck wheels that did not rotate but slid on the asphalt, varying logo shapes on the trailers, and physical impossibilities in movements.

• Brand alienation: Coca-Cola’s slogan for decades has been: „The Real Thing.” In this context, a completely synthetic advertisement without human involvement (actors, cinematographers, set designers) seemed incredible. The audience felt the production was a "cheap saving" from one of the world's richest brands.

"Coca-Cola's 2025 commercial is the best argument for why marketing should not be left entirely to algorithms. We got the form, but we lost the soul of Christmas."

Case Study: McDonald’s Netherlands - „The Most Terrible Time of the Year”

While most brands present Christmas as an island of love and peace, McDonald’s Netherlands chose Christmas chaos, stress, and annoyance as their theme in a bold (and ultimately ill-fated) move. The campaign was created 100% with the help of generative AI, aiming to hold a mirror to holiday expectations.

The video parodied the famous Christmas song: „It’s the Most Terrible Time of the Year.” It featured a series of AI-generated scenes: burnt cookies, collapsing Christmas trees, Santa stuck in traffic, and cyclists slipping in the snow. The message? Escape to a McDonald’s until January and wait out the end of the chaos there.

Why did it trigger public outrage?

Most viewers found the campaign "soulless" and "depressing." At Christmas, most people look for emotional warmth, not the magnification of stress, especially not from a technology (AI) that many already consider cold. Due to distorted faces and unnaturally moving limbs, viewers simply labeled the visuals as "scary." McDonald’s Netherlands deleted the video from all channels after just three days.

Summary

AI is a fantastic assistant but a terrible marketing director. At Prisma, we believe that technology is meant to free up our time for real creative thinking, not to replace it. Use AI for efficiency, but keep the human spark for uniqueness!

 

Black Friday is over, now the real work begins

After Black Friday, consumer attention shifts rapidly toward gift hunting, emotional connection and end of year decisions. Brands cannot simply drop new offers into the feed; they need to shift into a completely different communication framework. During the holiday season, rational decision making gives way to emotional influence, urgency drives the tempo, and storytelling becomes the primary attention anchor. Early December is therefore a critical pivot point.

The logic of transitioning after Black Friday

Once the campaign week ends, audiences are saturated with aggressive deals. Another hard selling message won’t capture their attention. They need a brief emotional reset, and brands must guide them through it. A proper transition has three steps. First comes closure: a clear message that the promotional phase has ended, with a sense of summary and appreciation rather than more selling. Then comes reframing: a signal that the brand is shifting into the holiday context of gifts, atmosphere and experiences. This doesn’t need to be forced, but it must be visible. Finally comes building a new narrative: this is where the holiday campaign begins, moving the focus toward emotional resonance, visual tone and storytelling.

What truly works in holiday campaigns

The power of Christmas marketing lies not in the offer but in the ability of the brand to create culture and atmosphere. Consumers are more receptive to messages that carry a story and give emotional meaning to the act of buying. Effective holiday campaigns rely on three pillars. The first is emotional storytelling, whether built on nostalgia, team moments, backstage views or a small narrative. The second is time limited exclusivity, since the season itself creates natural urgency that elevates conversions when used strategically. The third is consistent presentation, where visuals and tone form a coherent and seasonally recognizable identity without becoming excessive.

Email marketing as December’s strongest revenue channel

Email performance peaks during December. Consumers are intentional, active and decisive, so a warm list generates disproportionate results. The holiday email strategy follows a logical sequence. It starts with a thank you message after Black Friday which closes the previous cycle. Then comes the holiday schedule and shipping information, the most important decision support content of early December. Next are segmented offers tailored to returning customers, gift hunters and VIP clients. Finally, the last week calls for short, fast and targeted messages because this period triggers the biggest impulse buying wave. Email at this time isn’t about discounts but about reducing uncertainty and supporting decisions.

Social media communication: focus instead of noise

In December, social media noise peaks. Volume doesn’t work; only structured content and precise targeting do. The most effective formats are short form storytelling, mood driven minis, gift guide content, behind the scenes human moments and targeted remarketing. With intent naturally higher in December, both remarketing and lookalike audiences perform exceptionally well.

The role of the website in holiday conversions

During the season the website becomes a decision support system rather than a simple technical surface. If visitors cannot find what they need quickly, they leave instantly. Essential factors include fast loading speed, clear gift categories, transparent shipping information and reduced decision friction. Consumers are more goal oriented than at any other time of the year, so clarity directly affects conversions.

Loyalty and end of year customer relationships

December is the most emotional period of the year, offering a unique opportunity to build long term loyalty. Rewarding the VIP segment with exclusive access or special offers increases attachment. More personal communication or a small gesture has strong emotional impact. End of year closing messages serve as a reputational investment for the coming year.

Summary

A successful December strategy relies on a deliberate transition from the promotional period into a holiday narrative led by emotional and story driven communication. This is supported by segmented, relevant email marketing and focused social media activity. A clean, fast and decision oriented website experience remains crucial, while long term loyalty is strengthened through personal and well timed gestures in the most emotionally charged season of the year.

 

In recent years, the technology industry has experienced tremendous growth, and now Nvidia has reached a market capitalization of $5 trillion, further highlighting the transformative impact of digital transformation and innovation on the economy. The rapid development of AI and technology companies such as OpenAI and Nvidia raises more and more questions about the future: Will there be a technology bubble? What if AI really does transform everything?

The tech-boom and the "bubble" question

As technology companies such as Nvidia achieved unparalleled market results with their breakthroughs in artificial intelligence (AI) and machine learning, many experts and investors began to speculate about the dangers of bubbles forming in the market. After the dot-com boom and the subsequent bursting of the bubble, many are rightly asking: What happens now?

However, it is worth noting that while market volatility always carries risk, the technology emerging today in the fields of AI and digital transformation is not simply a passing trend. Artificial intelligence, machine learning, automation, and digitalization solutions, like the internet, now form a fundamental infrastructure that is changing the way the world works. After the internet "bubble," the internet grew into an independent industry, and the same can be expected for AI and digital transformation.

Why is digitalization important for the future?

For companies today, investing in digitalization is no longer just an option, but an absolute necessity. AI and automated systems, as well as digital marketing and web development solutions, provide companies with tremendous opportunities to respond quickly to market changes, provide customized experiences to their customers, and optimize their operations. Companies that do not invest in digitalization can easily fall behind the competition, while those that adopt AI and new digital tools can move to the forefront.

AI and the transformation of digital communication

Artificial intelligence and new digital tools such as OpenAI Atlas Browser are transforming search engine optimization and digital marketing. AI-based systems can transform not only search engines but also the entire digital communication strategy. While traditional SEO techniques still focus primarily on keywords and text optimization, AI algorithms will increasingly bring natural language processing (NLP) and contextual search to the forefront in the future. This means that companies need to be prepared to adapt their digital presence and online strategies to AI.

The key importance of digitalization and web development

Similar changes are taking place in the world of web development. Artificial intelligence and automation are transforming not only marketing, but also the functionality of websites. Intelligent systems can help improve the user experience, make websites faster, and offer visitors an increasingly personalized experience. For web development companies, integrating AI-based technology is no longer just an innovation, but a necessity to remain competitive.

Digital marketing and the future

In the world of digital marketing, artificial intelligence and machine learning enable companies to create more personalized ads and campaigns, optimize audience reach, and measure results more effectively. AI is already capable of dynamically modifying campaigns based on user behavior, providing even more targeted ads. Companies that do not use AI in their marketing are likely to fall behind their competitors.

What lies ahead?

The tech boom and the development of AI not only present new opportunities but also challenges for companies. Just as Nvidia and other leading technology companies have successfully built on artificial intelligence, the digital marketing and web development sectors are also facing tremendous changes. It is becoming clear to companies that digital transformation, the application of AI, and optimized, data-driven solutions are essential for future competitiveness.

Predicting AI and new technology trends is not easy, but the most important thing is that companies need to invest in digitalization now to avoid falling behind. Companies that are able to adapt and take advantage of new technological opportunities are likely to become industry leaders, while those that fail to act may fall behind.

Ultimately, one thing is certain: digital presence and communication will undergo even more transformation in the coming years.

 

OpenAI is taking the internet experience to a new level with the introduction of Atlas, a browser that puts artificial intelligence at the center. The company aims to compete with tech giants such as Google and its largest investor, Microsoft, while rethinking how we browse the web.

ChatGPT in the new browser

One of the most important innovations in Atlas is that ChatGPT is built directly into the browser. This allows users to ask the chatbot questions in real time, alongside the pages they have open. According to OpenAI, this not only makes browsing more convenient, but also offers new ways to process and understand information.

"Agent Mode": AI that acts on your behalf

The company also introduced a feature called "agent mode," which allows artificial intelligence to take control of the mouse and keyboard. With this, AI can, for example, book airline tickets, conduct research, or automate tasks based on user instructions.

First coming to Mac, later to Windows and mobile

Atlas will first be available to Mac users, but OpenAI is already working on versions for Windows and mobile platforms.
The company's CEO, Sam Altman, said:

"We believe that AI offers a once-in-a-decade opportunity to rethink what a browser really is and how to use the web in the most productive and enjoyable way."

ChatGPT as a personal "life operating system"

According to OpenAI, ChatGPT could become a full-fledged personal assistant in the future, helping with everyday tasks and achieving long-term goals. As Fidji Simo, head of OpenAI's applications division, put it:

"Over time, ChatGPT could become an operating system for life — a connected hub that helps you organize your day and achieve your dreams."

A new challenge for big tech companies

The launch of Atlas could pose a serious challenge to Google, whose leading role in the internet search and browser market has been unquestionable until now. Following the news, Google's shares fell 3%, while Microsoft's fell less than 1%.
Meanwhile, Google has integrated its own Gemini chatbot into the Chrome browser, and Microsoft has built AI Copilot mode into Edge.

Summary

OpenAI's Atlas browser sends a clear message: the browsers of the future will not just be windows to the internet, but intelligent partners in our daily tasks. If OpenAI's strategy works, Atlas could usher in a new era of internet use — one where AI not only helps us, but actively collaborates with us.