marketing artificial intelligence
Prezzee Launches its AI-Powered Magical Moments for the Holiday
Prezzee Launches its AI-Powered Magical Moments for the Holiday
How do these AI features transform gifting from a simple transaction into an emotional, interactive moment?
For years, digital gifting has been synonymous with convenience. It is quick, useful, and practical. But practicality alone doesn’t create memories and, for many, it can seem cold and generic. However, our AI-powered Magical Moments were designed to close that gap by bringing emotion and personalization back into digital gifting.
With Magical Moments, what comes forward is pure emotion. A child hearing Santa say their name for the first time, a family or group of co-workers laughing together in the personalized carolers video, or a friend feeling genuinely seen in a video made just for them. These are the moments people replay, share, and talk about long after the holiday.
AI enables the speed and scale, but the magic comes from how personal the experience feels. It turns gifting from “I sent you something” into “I made something special for you”. That emotional elevation is what transforms a transaction into a memory.
Many people think of gifting as seasonal. Why is personalization becoming a 365-day expectation?
The shift we’re seeing is much more about human behavior. Consumers now live in an ecosystem where everything is personalized – their playlists, shopping recommendations, workouts, entertainment, and even news. When personalization becomes the default everywhere else, gifting can’t remain static or generic.
People want to feel seen all year long, not just in December and during the holiday season. A birthday in March, a promotion in July, a new baby in October -- these are equally meaningful touchpoints. Personalization turns these everyday moments into opportunities to build connection.
And that’s why we’re seeing the rise of “micro-gifting.” It’s less about the size of the gift and more about the thought behind it. AI helps to create those personalized expressions instantly, so sending something meaningful no longer requires planning weeks ahead.
How do you balance speed with personalization so gifting still feels thoughtful?
Consumers don’t want to choose between convenience and meaning. They really want both, seamlessly.
With Magical Moments, the sender gives us a few details, and our system builds a beautifully produced, personalized video in moments. On the gifting side, travelers, last-minute shoppers, and busy parents can send a digital experience, and optionally a gift card, that looks like it took much longer than it did. The recipient sees something custom and heartfelt. The giver feels proud of what they created. We think the future of digital gifting sits in this sweet spot -- high empathy, lower effort.
From a technology standpoint, what were the biggest challenges in building AI experiences that feel warm and human rather than robotic?
Our biggest focus was tone. AI can be technically impressive but emotionally flat, and we wanted Magical Moments to feel like it came from someone who knows you, not from a system that generates a script.
That required a lot of intentional design:
• Crafting character voices that sound gentle, joyful, and reassuring
• Ensuring visual elements feel playful rather than synthetic
• Training the models to interpret inputs in context rather than literally
• Building guardrails so the experience always feels safe for children and families
• Crafting character voices that sound gentle, joyful, and reassuring
• Ensuring visual elements feel playful rather than synthetic
• Training the models to interpret inputs in context rather than literally
• Building guardrails so the experience always feels safe for children and families
We also had to engineer for global scale without sacrificing intimacy. Millions of people may use Magical Moments, but each one should feel like it was made only for them. That balance between mass personalization and emotional authenticity is where the real innovation happened.
How will AI support more meaningful “micro-occasions” throughout the year?
We think AI will unlock a new category of gifting -- the spontaneous, heartfelt, everyday gestures that strengthen relationships.
Imagine congratulating a teammate on a promotion with a personalized message paired with a digital gift card they can use anywhere. Or thanking a teacher, welcoming a new neighbor, or celebrating a small win with something meaningful that took 30 seconds to send but feels far more intentional.
Those micro-occasions are often when people want to express appreciation but don’t have the time or energy to make it feel special. AI does the heavy lifting creating the message, designing the experience, while the sender remains the heart behind it.
These small touches of humanity matter more than ever these days, and we know that.
How do you ensure AI experiences remain culturally sensitive across diverse audiences?
This is an area we invest heavily in. Gifting is deeply emotional, and traditions vary widely across families, cultures, and regions. That means the experiences we build must feel inclusive and respectful.
We put a cultural lens and language sensitivity at the forefront of our development process. We test with diverse user groups, rely on inclusive creative direction, and build guardrails that ensure content remains positive, warm, and universally appropriate.
Magical Moments should feel magical for everyone, not just a specific demographic or culture.
As AI becomes more advanced, how do you maintain the human touch that makes gifting feel special?
For us, AI is not the storyteller - the human is. AI is just the helper that makes expressing a feeling easier, faster, and more beautiful.
The human element comes through in the choices the sender makes, the message they write, the moment they choose to recognize, the design they select, the thought that prompted the gift in the first place. AI never replaces that intention; it amplifies it.
The future of gifting won’t be about making AI louder, but instead it will be about making human connection clearer. And as long as we focus on designing experiences that celebrate emotions and people, not automation and technology, the heart of gifting remains exactly where it should be.
David Christie
David Christie is a seasoned leader in digital innovation and customer experience, currently serving at Prezzee, a global digital gift card platform revolutionizing the way people give and receive. With a strong background in strategy and growth, David has played a pivotal role in expanding Prezzee’s footprint across international markets, driving both consumer engagement and enterprise partnerships. Passionate about blending technology with human connection, David brings unique insights into building scalable digital ecosystems that deliver meaningful moments.
David oversees the growth of our strategic partnerships, retail partnerships and global marketing of our brand Over the past 20 years, David has served as a Senior Executive in London, Russia and New York at Renaissance Capital Bank, Deutsche Bank and Simmons & Simmons Lawyers; and in Australia at Minter Ellison Lawyers. David holds a Master of Laws from Edinburgh University and a Bachelor of Laws from the University of Canberra. He’s excited to share lessons from the journey of transforming gifting into a seamless, emotionally resonant experience.
