For the second year in a row, Coca-Cola turned to artificial intelligence to produce its global holiday campaign. The new ad replaces people with snow scenes, animals, and those iconic red trucks, aiming for warmth through technology. The response? A mix of admiration for the technical feat and criticism for what some called a “soulless,” “nostalgia-free” production.

Shel and Neville break down the ad’s reception and what it tells us about audience expectations, creative integrity, and the communication challenges that come with AI-driven content. Despite Coke’s efforts to industrialize creativity — working with two AI studios, 100 contributors, and more than 70,000 generated clips — the final product sparked as much skepticism as wonder.

The discussion explores:

• Why The Verge called the ad “a sloppy eyesore” — and why Coke went ahead anyway

• The sheer scale and cost of AI production (and why it’s not necessarily cheaper)

• Whether Coke’s campaign is marketing, corporate signaling, or both

• How critics’ reactions reflect discomfort with AI aesthetics in emotional brand spaces

• Lessons for communicators about context, authenticity, and being transparent about “why”

Complete show notes, including video, links, and transcript.

Learn more about your ad choices. Visit megaphone.fm/adchoices