As India steps into the heart of its festive season, artificial intelligence has become an unexpected yet essential part of the celebrations. According to the latest GRWAi (Get Ready with AI) report by GIPSI, the HI+AI research and insights division of Tonic Worldwide, searches related to AI platforms have crossed 654 million in the pre-festive period of 2025, marking a 2.6x surge compared to last year.
Positioned as a Festive Booster Camp for brands and marketers, the comprehensive study reveals critical AI undercurrents shaping festive behaviour in 2025, signaling a fundamental shift in how Indians prepare for and celebrate festivals.
With festive e-commerce GMV projected at Rs 1.15 Lakh Crore following the GST Bachat Utsav coinciding with peak festive season, the findings offer consumer brands valuable guidance to sharpen their marketing strategies and capitalize on unprecedented consumer spending momentum.
Prep has become the main course, with moodboarding extending beyond fashion. into gifting, décor, food, and selfie booths. E.g.Pinterest alone saw 6K+ for “Pooja Invitation Card Backgrounds.”
Tax savings are blending with traditional discounting to become the new festive anchor. AI usage in e-commerce is making brands more money by recovering abandoned carts, nudging hesitant shoppers, and giving personalised recommendations.
The report concludes with a caution for brands and creators. As AI becomes more mainstream, there’s growing scrutiny over authenticity. Recently, Rado’s ad was called out for stitching actors together using AI. Brands must use human intervention to connect meaningfully and ensure the stories are not lost in a landscape increasingly shaped by AI innovation.
Commenting on the GRWAi report unveil, Anjali Malthankar, Global Strategy Director and GIPSI Co-Head, Tonic Worldwide, said, “This festive season GRWAi is not just a report but a CTA as we enter the second half of the season. AI is not just a marketer’s tool, there are clear signals of consumers experimenting, engaging with and flaunting AI. Some of this behaviour is intentional and some has slipped into their behaviour without them realizing it. I strongly feel as far as AI is concerned, predictive, generative or both, brands can ignore AI but can’t escape it. Because either you are lacking, leveling or leading with AI. There is no ’fighting’ it. While I say this, I don’t think the role of HI (Human intelligence) will be undermined. In fact in our report, we caution brands to HI proof the use of AI.”
