Niki Martinov

Coca-Cola, a brand known for its iconic holiday advertisements that have shaped festive memories for generations, has taken a significant leap into the future of advertising in 2024. This year, Coca-Cola unveiled its first fully AI-generated Christmas ad, a move that has captured the attention of both the advertising industry and consumers worldwide. By harnessing the power of artificial intelligence, Coca-Cola aims to reimagine the magic of the holiday season while embracing the evolving landscape of digital creativity. But how well does this innovative approach live up to the brand’s rich tradition of heartwarming holiday storytelling?

The Making of an AI-Powered Christmas Tale

Coca-Cola’s Christmas advertisements have long been associated with warmth, nostalgia, and the spirit of togetherness. However, this year’s advertisement marks a departure from tradition. Leveraging state-of-the-art artificial intelligence models, Coca-Cola has developed an innovative approach to crafting festive magic, integrating a combination of machine learning algorithms, natural language processing, and AI-generated visuals. The iconic “Holidays Are Coming” commercial, first aired in 1995 and featuring a fleet of illuminated red trucks, was supplanted in 2020 by a campaign centered around the theme of “needing more Santas.” Thanks to advancements in AI, the “Holidays Are Coming” advertisement is set to return in 2024.

To achieve this, Coca-Cola collaborated with three AI studios: Secret Level, Silverside AI, and Wild Card, each of which produced distinct versions of the festive advertisement. These variations utilized a range of Coca-Cola branded assets while adhering to a consistent concept. The studios employed a variety of AI models, including Runway, which I have recently explored to embark on AI-driven adventures.

The result? A visually stunning and evocative ad that weaves together classic elements such as Santa Claus, wintry landscapes, and holiday cheer—but with a unique twist. The AI-generated visuals are dreamlike, offering a slightly surreal depiction of Christmas that feels both familiar and novel. The narrative, crafted using AI-generated scripts, centers around a young child on a journey to spread holiday cheer, showcasing themes of kindness, hope, and the magic of human connection—all of which have been consistent in Coca-Cola’s holiday messaging.

A Break from Tradition: The Pros and Cons

The decision to create an AI-generated ad represents a bold departure from Coca-Cola’s traditional production methods, which have relied heavily on human creativity and emotional storytelling. While the ad retains the core sentiment that Coca-Cola is known for, it also introduces a new aesthetic that is unmistakably the result of artificial intelligence. The visuals are polished yet slightly abstract, evoking a sense of wonder that feels otherworldly—a reflection of the AI’s interpretation of the holiday spirit.

On the one hand, this move into AI-generated content has allowed Coca-Cola to push the boundaries of what is possible in advertising. The use of AI offers efficiency, creative scalability, and the ability to tap into vast datasets to craft a story that appeals to diverse audiences. It also signals Coca-Cola’s willingness to innovate and adapt to the digital age, appealing to younger audiences who are drawn to the novelty of technology-driven experiences.

On the other hand, some traditionalists argue that the AI-generated ad lacks the human touch that made Coca-Cola’s past holiday campaigns so iconic. The heartfelt moments and nostalgic warmth that were hallmarks of the classic Coca-Cola Christmas ads—featuring cozy family gatherings, Santa’s mischievous grin, and twinkling lights—are subtly different in this AI iteration. The surreal, almost dreamlike quality of the visuals may not evoke the same emotional connection that traditional ads have managed to establish over the years.

Consumer Reactions: A Mix of Curiosity and Criticism

The reception of Coca-Cola’s AI-generated Christmas ad has been varied. Many viewers have expressed admiration for the brand’s boldness and willingness to embrace cutting-edge technology. The campaign’s unique visual style has drawn attention, particularly from younger audiences who are intrigued by the creative potential of artificial intelligence. Social media platforms have been abuzz with discussions about the ad, with hashtags like #AIChristmas and #CokeGoesDigital trending in the days following its release.

However, not all reactions have been positive. Some consumers and critics argue that the ad feels more like a showcase of AI capabilities rather than a heartfelt holiday message. For those who have grown up watching Coca-Cola’s classic holiday ads—like the iconic “Holidays Are Coming” truck or the whimsical polar bears—this year’s AI-generated campaign may feel too impersonal. The question of whether AI can truly replicate the warmth and emotional depth of human-created storytelling remains a point of debate.

The Implications for the Future of Advertising

Coca-Cola’s foray into AI-generated content marks an important milestone in the evolution of advertising. It raises questions about the role of human creativity in an industry increasingly influenced by technology. Can AI truly replace the emotional nuances and cultural understanding that human creatives bring to the table, or does it simply offer a new dimension to storytelling that complements traditional methods?

By using AI, Coca-Cola is experimenting with how technology can enhance the creative process rather than replace it. The ad’s success lies in its ability to generate conversations and engage audiences in a new way. It also sets the stage for other brands to explore AI-driven creativity, pushing the boundaries of what is possible in marketing campaigns. For better or worse, Coca-Cola’s 2024 Christmas ad is a testament to how brands are embracing innovation to stay relevant in an ever-changing digital landscape.

My Take: Embracing AI as a Tool for Positive Change

In my view, Coca-Cola’s AI-generated Christmas ad represents both a bold experiment and a potential turning point for the future of advertising. AI, when used properly, can be a powerful tool for creativity and change—adding new layers to storytelling and making it possible to create content that resonates with diverse audiences. While it may lack some of the nostalgic warmth of previous campaigns, it also opens up new opportunities for brands to reimagine how they connect with consumers in a digital world. Ultimately, AI should be seen as an ally to human creativity—enhancing our ability to tell stories, not replacing the storytellers themselves.

Conclusion: A New Kind of Holiday Magic

Coca-Cola’s first fully AI-generated Christmas ad of 2024 is a daring attempt to blend tradition with modern technology. It captures the magic of the holiday season through a new lens—one shaped by algorithms, data, and artificial intelligence. While the campaign has sparked mixed reactions, it undeniably pushes the envelope in terms of how brands can leverage technology to stay relevant in a rapidly changing world.

Whether this AI-driven approach becomes a new tradition or simply a one-off experiment, it marks an important chapter in the history of advertising. Coca-Cola has shown that even the most iconic brands are willing to evolve and embrace new creative tools to tell their stories. In doing so, they remind us that the essence of the holiday season—wonder, connection, and magic—can be experienced in many different ways, even in the age of artificial intelligence.