AI Innovation for Personalization: The Success of Repsol’s Christmas Greetings

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Personalization and technology are the perfect combination for creating memorable experiences. This was demonstrated by the launch of Repsol’s first personalized Christmas greeting, a project led by SuperReal— MIO Group’s generative AI-based innovation consulting firm—with creative collaboration from DDB Spain (Repsol’s lead creative agency). In just four weeks, this initiative turned an innovative idea into a reality that brought technology and emotion together.

An innovative initiative to boost the Christmas spirit

During the 2024 holiday season, Repsol was looking for an innovative internal initiative that would allow employees to create personalized holiday greetings using artificial intelligence. The goal was clear: to foster creativity, the Christmas spirit, and the use of technology in a professional setting, while aligning with the values of approachability and humanity that characterize the company.

The solution was an AI-based web platform, available in English and Spanish, accessible on Repsol’s global intranet in both languages. Through an interactive banner, participants followed an intuitive process that allowed them to customize their Christmas greetings step by step. They could choose the message, select backgrounds (such as snowy landscapes or living room scenes), pick artistic styles like 3D drawings, oil paintings, or geometric designs, and even specify specific actions that the design would depict. Each card was unique, downloadable, and ready to be shared via email, social media, or direct download.

Results that exceeded expectations

The initiative had a remarkable impact, with more than 8,300 Christmas cards created and high employee participation worldwide. This success was notable not only for the numbers but also for the quality of the creations and the high level of engagement it generated among employees.

The use of generative AI (GenAI) allowed employees to explore their creativity and experiment with the technology in an accessible and exciting way. In addition, the platform was designed to ensure a seamless experience, even during periods of high demand, establishing itself as a benchmark for user-friendly technology projects.

An Agile and Strategic Project

Development of the platform, led by MIO One with technical support from SuperReal, began in mid-November 2024. In less than four weeks, the team delivered a functional, scalable solution that was perfectly tailored to the challenges posed by Repsol. This project also served as a learning lab to explore new ways of working with custom models and GenAI-based processes.

Technology that connects with people

From the outset, this initiative sought more than just technical innovation: the goal was to humanize Repsol’s internal communication. Each Christmas greeting was not only visually appealing but also captured the essence of the values of closeness and human connection that characterize the company. The personalization capabilities offered by AI made it possible for each employee to express their unique energy, reinforcing the sense of community within the organization.

A New Standard of Innovation

The success of this project solidifies MIO One and SuperReal’s position as strategic partners in high-impact initiatives based on artificial intelligence. Their ability to combine strategy, technology, and creativity has enabled them to exceed client expectations and set a new standard for personalization and engagement projects.

This case perfectly reflects the MIO Group’s philosophy: to place innovation at the heart of brands and use technology as a strategic tool to connect with people.

Arturo Dopico Deputy CEO MIO Group