Moonpig, the online cards and gifts retailer, has disclosed that a growing number of gift-givers are turning to artificial intelligence (AI) to compose their greeting cards or create bespoke content, including stickers and images. The company reported that creative features were incorporated into 31 million greeting cards in the year ending April, representing a twofold increase compared to the previous year.
AI Features Drive Personalisation
Moonpig said it had made substantial investments in AI, which it says can 'lower barriers to content creation'. The customisation options include video and audio cards, alongside AI capabilities such as handwriting, stickers, and a face swap feature that blends a person's face from a photograph into a greeting card design. Customers can also use an AI writing assistant by entering prompts while creating a card, with AI then producing the accompanying text.
Revenue Growth and Customer Spending
Moonpig's total revenues climbed by 8.6% year-on-year to £284.5 million. The firm said that this partially reflected consumers enhancing orders with premium-priced gifts and larger-format cards, while opting for next-day tracked delivery. Almost 18% of orders featured a gift, which can be selected after a card is chosen, driving a 5.7% rise in the average order value. Moonpig offers gifts from retail partners including Next, Jojo Maman Bebe, and Boots, alongside experiences from brands such as Pizza Express, Virgin Wines, and The Traitors Live Experience.
CEO and Analyst Comments
Chief executive Catherine Faiers said: 'As advances in AI continue to lower barriers to content creation, we believe the ability to reliably manufacture, personalise and deliver products at scale becomes increasingly important.' Mark Crouch, market analyst for eToro, commented: 'For Moonpig, loyalty is a significant asset. With more than 12 million active customers, the company benefits from a steady stream of birthdays, anniversaries and milestones that arrive regardless of the economic backdrop. Customers are not only returning but spending more, trading up to premium gifts, larger-card formats and faster delivery options.'
Market Response and Operations
Moonpig shares were up by more than a tenth on Thursday morning. The London group also has a logistics hub in Tamworth and an office in Manchester. The company's continued investment in AI and personalisation appears to be resonating with consumers, driving both revenue growth and customer engagement.
