Coca-Cola's Bold Move with AI: A Year Later

Coca-Cola is not backing down from its AI adventure. After last year’s AI holiday ad caused a stir, the company is diving even deeper into artificial intelligence this season.

AI is Here to Stay

Pratik Thakar, the head of generative AI at Coca-Cola, shared his thoughts at the Brandweek 2025 event in Atlanta. He made it clear that AI is here to stay, and companies must embrace it or risk falling behind.

Last Year's Success

Last year’s AI-generated Christmas ad faced criticism from some creative professionals. However, it turned out to be a hit with consumers. According to research firm Kantar, it was the top-performing holiday ad globally. This success motivated Coca-Cola to keep exploring AI tools.

Thakar pointed out that while some criticized the ad’s visuals, consumers didn’t focus on those details.

Improvements and Partnerships

This year’s campaign has seen improvements in AI-generated cinematography, physics, and rendering quality. Coca-Cola has become a leader in using generative AI, partnering with OpenAI since 2023.

Instead of creating a separate AI department, the company integrates AI into existing teams. This approach helps avoid creating silos and ensures AI is used effectively across different areas.

Experimenting with AI

Coca-Cola is also experimenting with AI in various incubators with major tech companies. These collaborations give them early access to new models, helping to drive creativity and efficiency. Beyond marketing, AI is being applied to research and development, supply chain management, and knowledge management.

Commitment to AI

Thakar emphasized that the global Christmas campaign is a major business opportunity. He stated that Coca-Cola wouldn’t consider cost-cutting for such a crucial venture. This shows the company’s commitment to leveraging AI for long-term business transformation.