Using AI for Mass Customization of Christmas Greetings

There were a few different objectives for the campaign including:

• Corporate Communication around the Christmas holidays
• Using AI to Automate mass customisation
• Communicating a change of corporate image elements

Send personalised Christmas electronic postcards for both domestic and international partners according to their needs. The images would be based on their own description.  The process would collect and post the images on a dedicated Instagram page with some explanatory text.

Use Make platform combined with Chat GPT (and Microsoft account, Excel, Instagram, DALL-E, Canva).

• Hundreds of partners and journalists received a letter from Probako in mid-December, asking them to write in an email, in a completely informal way, their favourite or imagined Christmas scene: what Christmas is like or means to them.
• The system then created their own Christmas card, which they sent to their email account with a nice message.
• At the same time, without mentioning the creator’s name, the image was posted with a short explanatory text on the Instagram page with the new look created for the campaign, where we also explained that the action was part of a multi-stage campaign linked to the rebranding of the agency.
• The whole process was of course fully automated once it was created, without any human intervention.
• The AI automation cards (i.e. the automated process) were closed on 24th December

• 114 “prompting” letters were received in about 10 days of the campaign, which resulted in the same number of images being uploaded to the dedicated Insta-page (about 10% of the original recipients participated)
• 1164 views were registered on the dedicated Insta page
• We received a lot of positive feedback from partners and journalists about how good they thought the idea was

• A significant proportion of people still prefer to consume content rather than create it. Even in a game without any consequences, far more people visited our Instagram page than sent us emails.
• Language use: in Hungarian, the issue of pronouns (like German du & Sie or Spanish tu & usted) is a difficult challenge for the language model. Initially, the app worked flawlessly, writing letters to everyone in the language they requested. However, when we built in the option to use Hungarian in friendly tone (like German du or Spanish tu), the foreign language communication did not work smoothly from then on.

Get details about other lessons learn on the full case study at: AI – Merry Christmas, or mass customisation