Coca-Cola has released a second AI-powered take on its iconic "Holidays Are Coming" campaign, and the company’s AI chief explained the approach at Brandweek. Despite last year’s backlash, Coca-Cola is treating generative AI advertising as a strategic tool for creative refresh, production optimization with AI and content personalization at scale. The move highlights how large advertisers are operationalizing AI-driven marketing transformation rather than running isolated experiments.

Background: why Coca-Cola turned to generative AI

The “Holidays Are Coming” spot is a longrunning seasonal asset that dates back to 1995. For heritage brands, nostalgia marketing can be immensely powerful but also prone to fatigue if the creative repeats without evolution. Generative AI advertising offers a way to reinterpret familiar elements quickly, test variations and produce localized cuts for dozens of markets. With Coca-Cola active in more than 200 countries, the appeal of producing tailored versions at lower marginal cost is clear.

Key details from Brandweek

At Brandweek the company framed the decision around three practical benefits:

• Creative refresh: Generative tools helped reinterpret the nostalgic campaign while preserving core brand elements, aiming to keep emotional resonance intact.
• Production optimization with AI: AI-assisted workflows speed up tasks like editing, variant generation and format conversions, reducing time and resource drain on production teams.
• Scale and content personalization: The ability to create many tailored variants for different platforms and markets supports more efficient distribution and advanced ad targeting.

Reaction and context

Industry response is mixed. Some praised the technical polish and the fresh take on a beloved spot. Critics raised questions about authenticity, human versus AI creativity and the broader responsibilities brands face when using machine-generated commercials. The debate touches directly on AI ethics in advertising and how brands maintain consumer trust while scaling output.

What generative AI means for advertising

Generative AI refers to models that create images, audio, video or text based on learned patterns. In practice, these tools can accelerate concept iteration, support editing and generate localized or personalized variants quickly. They are best seen as augmenting creative direction, not replacing it, provided there is human oversight and clear governance around source material and copyright.

Implications for marketers

• Efficiency versus perception: AI can lower costs and speed production for highvolume needs, but audiences sensitive to authenticity may push back if storytelling feels machine driven.
• Creative control and governance: Brands should establish human-in-the-loop processes, document training sources and keep transparent editorial oversight to mitigate legal and reputational risk.
• Workforce and skills: Teams will need capabilities in prompt design, model evaluation and ethical review so human talent focuses on strategy and nuanced storytelling.
• Reputation management: Repeating AI use after criticism suggests a calculated tradeoff between scale and shortterm reputation. Clear communication about how AI was used can help preserve brand authenticity and consumer trust.

Takeaway

Coca-Cola’s follow-up AI holiday ad signals that generative AI advertising is moving from novelty to an operational tool for large brands. For marketers, the practical lesson is to identify where AI delivers predictable efficiencies, pair it with governance around AI ethics and authenticity, and plan transparent messaging for audiences who care about how creative work is made. The real test this season will be whether machine-assisted nostalgia can retain the emotional connection that made the original campaign a cultural touchstone.

Facts at a glance: The creative lineage for “Holidays Are Coming” dates to 1995, Coca-Cola operates in more than 200 countries, and this is the brand’s second AI-driven holiday ad in as many years.