Coca-Cola has once again used artificial intelligence to create its annual holiday commercials, reimagining the brand’s classic 1995 Christmas advertisement even after facing widespread criticism for doing the same last year.
The two new advertisements, which debuted Nov. 4, continue the company’s push to blend nostalgic storytelling with new technology. The move also signals that Coca-Cola is standing by its investment in artificial intelligence despite the mixed public reaction it received the first time around.
Both advertisements take inspiration from the company’s well-known “holidays are coming” campaign featuring the bright red Coca-Cola truck. The international version follows the truck through snowy cities and countryside scenes as animals such as polar bears, pandas and seals react with excitement. The U.S. version adds AI-generated characters including koalas, rabbits and raccoons, ending with a digital Santa Claus holding a Coke bottle as the animals wave back.
The new spots were developed in partnership with San Francisco studios Secret Level and Silverside AI, the same production partners involved in last year’s campaign. According to Coca-Cola, the goal was to celebrate the warmth of the original ad while incorporating AI-powered storytelling to update the look and feel for modern audiences.
Company officials said that while artificial intelligence helped create many of the visuals, human creativity still guided the process. All of the music in the ads was composed and performed by live musicians, and artists worked alongside AI tools to build the final version.
Pratik Thakar, Coca-Cola’s global head of generative AI, acknowledged that reactions were divided but said the company plans to keep exploring the technology. “Not everyone will approve of the AI approach,” he said in a statement. “But we believe it can complement human creativity and bring new ideas to life.”
Public response to the new campaign has been similar to last year’s. Some viewers praised the commercials for their visual detail and for reviving the classic Coca-Cola truck in a new way. Others criticized the use of artificial intelligence, saying the characters looked unrealistic and lacked the charm that made the original ad so memorable.
One of the most talked-about details has been the AI-generated Santa Claus, which several social media users described as unsettling. Others noted the absence of human actors altogether, suggesting that focusing on animals was a way to avoid the uncanny look that AI can create when generating people.
Despite the criticism, marketing experts say the controversy may actually help Coca-Cola. Online debate draws attention, and in a crowded advertising season, any buzz, positive or negative, keeps the brand in public view.
Coca-Cola is not the only company experimenting with AI in its advertising. Nike’s Never Done Evolving campaign used artificial intelligence to depict Serena Williams competing against digital versions of her younger self and received industry awards for creativity. On the other hand, Toys “R” Us faced backlash last year for an AI-generated short film that many said looked inconsistent and unfinished.
Coca-Cola began experimenting with AI in 2023 with its Masterpiece campaign, created through its “Real Magic” creative platform. That project received more praise for blending generative art with live-action filmmaking, setting the stage for the company’s ongoing use of the technology.
Even with the backlash, Coca-Cola appears committed to the idea that AI has a place in its marketing. The company says the technology allows it to push creative boundaries while still capturing the emotional tone of its brand.
Whether consumers agree remains uncertain. The new commercials suggest that Coca-Cola is prepared to take that risk, betting that innovation, even controversial innovation, will keep its name at the center of the holiday conversation.
