Coca-Cola’s New AI Holiday Ad Is a Sloppy Eyesore

Why It Matters

The campaign illustrates how a global brand is betting on generative AI to slash advertising costs and speed up rollout, signaling a broader shift that could reshape creative workflows and raise questions about quality and employment in the marketing industry.

Summary

Coca‑Cola rolled out a new AI‑generated holiday commercial titled “Holidays Are Coming,” featuring a mishmash of animated critters that critics say look sloppy and inconsistent, though the iconic Coke truck wheels finally turn. The ad was produced with AI studios Silverside and Secret Level, involving about 100 staff—including five AI specialists who refined more than 70,000 AI‑generated video clips. The company declined to disclose the campaign’s cost but said the AI workflow cut production time from a year to roughly a month, echoing earlier backlash over its 2024 AI ads. The move underscores Coca‑Cola’s commitment to AI despite visual quality concerns and previous controversies.