Ai'S Star Power: How H&M, Nike, And Cadbury Are Revolutionizing Storytelling

AI Revolutionizing Brand Storytelling

Storytelling has always been the heart of brand marketing, but now, with AI making waves in creative processes, marketers are discovering groundbreaking ways to craft emotional, multimodal narratives that resonate across various platforms. According to a study by DMEXCO and Kantar, emotional advertising can boost brand demand by more than 60%. This highlights the power of personalized and adaptable narratives, especially when they can be optimized in real-time.

“AI empowers brands to personalize storytelling like never before,” said Verena Gründel, host and director of brand and communications at DMEXCO. “By analyzing behavior, cultural context and preferences across channels, AI can tailor messages, visuals, video, audio and product recommendations to match individual needs.”

H&M, Nike, and Cadbury: Leading the Charge

In a bold move, H&M used AI to create digital twins of 30 models for their spring 2025 campaign. The campaign featured both the real and AI-generated versions side by side, complete with quotes from the models about their experiences. This not only blurred the lines between the digital and physical worlds but also sparked conversations about the ethical implications of AI in creativity.

Nike took a similar approach with their 50th anniversary "Never Done Evolving" campaign, featuring tennis legend Serena Williams in a virtual match against herself. By analyzing her past matches, AI created a digital simulation that brought to life a story of discipline and evolution, amplifying Nike’s iconic "Just Do It" message.

Cadbury and Cultural Impact

Cadbury also embraced AI, creating a digital twin of Bollywood superstar Shah Rukh to promote local businesses across India during Diwali. This culturally resonant campaign led to a 35% sales increase for Cadbury Celebrations and showcased the power of AI in creating hyperlocal, personalized experiences that connect with audiences on a personal level.

“AI helps brands scale that kind of relatable storytelling — turning global reach into local resonance,” Gründel said.

Innovative Creations with Synthesia and Red Lobster

AI isn't just about recreating reality; it's also about creating something entirely new. Synthesia, for instance, offers a platform where users can generate videos with AI avatars and voiceovers. The platform even uses AI to market itself, showcasing the real-world applications of its technology.

Meanwhile, Red Lobster used AI to create 30 songs celebrating its Cheddar Bay biscuits. This musical campaign transformed a simple menu item into a multimedia experience, highlighting the human connection to taste and flavor.

“An open, transparent approach to AI — preferably with a wink, as in Red Lobster’s ‘Cheddar Bay-I’ — creates trust and closeness,” Gründel said.

Balancing AI with Authentic Storytelling

Across these initiatives, a common theme emerges: AI is not replacing human creativity but enhancing it. Whether through visuals, interactivity, or sound, the real impact comes when brands maintain their human essence. As Jens-Christian Jensen observed, "AI offers the incredible opportunity to make storytelling both personal and data-driven, transforming every interaction into a tailored experience."