Storytelling has always been at the heart of brand marketing. Now, with AI being deeply embedded in creative workflows, marketers are finding new ways to scale emotional, multimodal narratives that connect with audiences across the channel.
A recent survey conducted by Dmexco and Kantar shows that emotional ads have increased brand demand by more than 60%. In dynamic and crowded landscapes, emotional stories, especially those that can be personalized, scaled and optimized in real time, can have a greater impact.
Verena Gründel, host and director of brands and communications at Dmexco, said: “By analyzing behavioral, cultural context and preferences across the channel, AI can tailor message, visual, video, audio and product recommendations to tailor individual needs.”
The following case studies published by Dmexco showcase how leading brands in the sector use AI tools to enhance storytelling in a creative, emotional, and purpose-driven way.
H&M, Nike and Cadbury will deploy digital twins as part of visual storytelling
As AI becomes more entrenched in creative processes, brands can create unique visual experiences at scale. In many cases, AI is a tool that helps brands communicate their stories more efficiently or seamlessly than they have been told by other means.
For example, in the Spring 2025 campaign, clothing retailer H&M took 30 models and used AI to create photographs and realistic digital twins. Some ads paired versions of human and AI side by side. Including quotes about experiences from the models, we created impressive visual effects that blur the line between real digital and digital. H&M guaranteed that all models retained the image rights and were compensated. This addressed ethical questions about the role of AI in creativity, spurring conversation.
“Reliability and transparency are very important,” Grundel said. “Brands need to disclose how they use AI by labeling AI-generated content like H&M. Keeping real people at the heart of their stories. When creatives are involved quite a bit and digital images are used a lot, storytelling is emotional, approachable and ethical.”
Similarly, athleticwear brand Nike used AI in its 50th anniversary “Never Done Done Evolving” campaign. AI has created a digital simulation by analyzing Williams' movements and behaviors from past matches. The results were an emotional tale of discipline, mental strength and evolution, serving as a visual manifesto that emotionally amplified Nike's “Just Do It” brand message.
“In a digital world where attention spans are shrinking and content is limitless, the stories that really move us are what we remember,” said Jens-Christian Jensen, lab manager at Bundesverband Digitale Wirtschaft (BVDW)e. Chief Strategy Officer, V. and Plan.Net Group.
“Manufactured AI should be seen as a creative co-pilot and not as an alternative to the human imagination,” he said. “Just as Photoshop didn't kill storytelling, unleashes a new visual language of creatives, and AI opens up fresh story possibilities. Stories always start with human insights and emotions.
In another example of balancing Digital Twinning with cultural insights, Candy Maker Cadbury used AI facial mapping to create a digital version of Bollywood star Shah Rukh. Through GeoTarget, the campaign promoted small local businesses across India during Diwali. The efforts to make a social impact in hyperlocality resulted in a 35% sales lift for Cadbury celebrations and widespread industry recognition.
“The AI and digital twins enable a highly personalized, immersive brand experience,” says Gründel. “Simply adapting to local and cultural insights can significantly increase your marketing ROI. DMEXCOX Kantar's research shows that relevant reality could increase future brand demand by 37 points and 31 points.”
“AI helps brands expand such relevant storytelling. It turns global reach into local resonance,” she said.
Synthesia and Red Lobster use AI to create original ads
Other successful AI efforts rely on these tools to create something entirely new. Share stories that create a sense of purpose and place.
Consider the case of Synthesia, a platform that allows users to generate videos with AI using features such as AI avatars, generated narration, script-to-script conversion, real-time translation, and more. Synthesia sells itself through technology and “making tools a story” to show how AI-powered content creation actually works. For example, the AI Video Builder demo uses some of the same AI avatars available to users who create their own AI videos. In street-style social videos, passersby are asked which video presenter is real, which video avatar is and which video avatar is often confused.
Introducing product features through this type of engaging storytelling, especially for B2B brands, doubles as both marketing and proof of concept. The fact that much of Synthesia's marketing content is created by AI is part of the message itself.
“AI is a fundamental transformation that shapes how we create, make decisions, and build connections,” Jensen said. “The best campaigns don't just showcase AI, they use it to promote meaningful real impact.”
In an example of Sonic Storytelling, restaurant chain Red Lobster created 30 AI-generated songs in genres such as pop, jazz and country to promote Cheddar Baby Biscuits.
With lyrics that refer to the addictive buttery flavor and fluffy texture of biscuits, this approach reconstructed the classic side order into an entertainment-driven, multimodal experience that resonates with the target group. Like Synthesia, Red Lobster's music campaign did not avoid the use of AI. The brand calls the playlist “Cheddar Bay-I.”
“Artificial intelligence can scale content, add emotions, translate it into new forms, but it cannot replace the true story,” Grundel said. “It's not just about technically possible, but more than anything, why you're telling the story.
“An open and transparent approach to AI, like Red Lobster's 'Cheddar Bay-I' – hopefully wink to create trust and intimacy,” she said. “The interaction of all elements is important here. Sounds, images, texts and contexts must be harmoniously adapted. Despite all technical refinement, one thing remains true. The message must remain human.
Balance of AI and authentic storytelling for a compelling campaign
A common thread will appear throughout these campaigns. AI is expanding its possibilities rather than replacing human storytelling. AI is sometimes used as a conduit for sharing stories, but AI tells the stories that are largely present because of the technology itself. And through visuals, interactivity, hyperlocal personalization, or sound, a real influence arises when brands maintain their human nature.
“The success of AI-driven storytelling is not automated, but is defined by how humans feel,” Jensen said. “AI offers an incredible opportunity to create both personal and data-driven storytelling and turn any interaction into a tailored experience.
“It's a huge creative opportunity,” he said. “The key is that AI will never allow it to be directed while strengthening its story. It is deeply rooted in every brand's core values, authentic voices, and true purpose.”
Partner insights from dmexco
