USA
Coca-Cola Revamps ‘Holidays Are Coming’ Ads with AI Makeover — Faces Festive Backlash: Coca-Cola has once again turned to artificial intelligence for its iconic “Holidays Are Coming” Christmas campaign, unveiling a new round of AI-generated ads that have reignited debate among consumers and creative professionals alike. The beverage giant, which faced criticism last year for lifeless AI-generated visuals, has refined its approach this season — but reactions remain divided.
A Digital Santa Returns
The new 60-second ad opens with Santa Claus popping open a bottle of Coke before the brand’s red trucks light up snowy roads across the night sky. This year, instead of focusing on AI-generated humans, Coca-Cola opted for animated polar bears, a panda, and even a sloth to carry the holiday spirit.
However, viewers have described the visuals as uneven and awkward, shifting between cartoonish and semi-realistic styles. The characters appear to move stiffly, leading some critics to claim that the campaign still lacks the warmth and human touch of Coca-Cola’s traditional ads.
Attempt at Improvement
Despite the backlash, Coca-Cola made notable improvements. The red truck wheels, which appeared to glide motionlessly in last year’s campaign, now turn realistically, adding a more polished touch to the visuals. According to The Wall Street Journal, the company once again collaborated with AI studios Silverside and Secret Level, the same teams behind the 2024 campaign.
Production involved around 100 contributors, including five AI specialists who generated and refined over 70,000 AI video clips. Coca-Cola did not disclose the project’s budget but confirmed that this AI-driven workflow was both faster and cheaper than traditional film production.
Faster, Cheaper — But Better?
Chief Marketing Officer Manolo Arroyo told The Wall Street Journal that AI now allows Coca-Cola to produce large-scale campaigns in one month instead of a year. “Before, when we were doing the shooting and all the standard processes for a project, we would start a year in advance,” Arroyo said. “Now, you can get it done in around a month.”
While the move highlights the company’s commitment to AI innovation, critics argue that it also underscores the risk of losing emotional connection with audiences during the holidays — a season traditionally defined by nostalgia and warmth.
The Broader AI Advertising Trend
Coca-Cola’s AI experiment comes amid a wider industry shift. Major brands like Google and Nike have begun integrating generative AI into their creative processes, signaling a future where algorithms increasingly shape advertising. Yet, as Coca-Cola’s experience shows, the transition is far from seamless.
Last year’s backlash — which included complaints about “lifeless” faces and “eerie” visuals — still lingers. While this year’s campaign improves on some technical aspects, many viewers say the new ads feel more robotic than magical.
Balancing Innovation and Emotion
Coca-Cola’s bold embrace of AI underscores the ongoing tension between innovation and authenticity in modern marketing. As audiences demand both creativity and connection, brands face the challenge of blending technology with storytelling that feels truly human.
For now, Coca-Cola’s AI-powered Christmas experiment may be faster and more efficient — but it’s still struggling to capture the timeless magic that once defined its holiday legacy.
