Coca-Cola seems to have learnt its lesson from the 2024 Christmas ad, but why are audiences divided?

Coca-Cola is taking another shot at AI-generated holiday ads after last year's campaign was criticised for its poor execution and for stoking fears about AI replacing creative jobs. 

As compared to the 2024 Christmas ad, this year's ad focuses more on 3D animation, emotional storytelling, addressing the "uncanny valley" issue by replacing the glossy, vacant human models of 2024 with a lively ensemble of animated animal characters. Furthermore, the wheels of the iconic red trucks now turn with convincing realism, correcting the awkward gliding effect that drew criticism in last year's ad.

To further showcase the technical artistry behind the campaign, the brand also released a behind-the-scenes video, highlighting a hyper-realistic animation of a panda peering into the distance through a snowy bamboo forest. The close-up night shot captures intricate fur textures, soft lighting, and atmospheric detail—demonstrating the brand’s commitment to both visual beauty and emotional resonance.

The changes come as the brand continues to experiment with its AI usage. Earlier this year, as reported by MARKETING-INTERACTIVE, James Quincey, chairman and CEO of The Coca‑Cola Company, said despite the advancements in AI, the technology has its limitations, especially when it comes to recreating realistic human resolution in advertising. Speaking at the opening keynote of the Adobe Summit in Las Vegas, Quincey acknowledged the rapid advancements in AI but said it still falls short when rendering realistic human faces that audiences can connect with.

Quincey explained that while ads using generative AI are cheaper and quicker to make, the technology struggles with human resolution. "You can make a video with music and voice, and you can customise it endlessly, but it is not yet at the stage where it can make all our ads. Humans are incredibly effective at noticing AI that is not actually a human,” he said.

Don't miss: Coca-Cola's 2025 AI-driven holiday ad draws mixed reactions

Despite these upgrades and adjustments to the use of AI, public reaction remains divided. According to media intelligence firm CARMA, online sentiment since the campaign's launch has been 10.2% positive and 32% negative—a decline from the 23.8% positive and 31.4% negative sentiment prior to the ad.

Netizens have criticised the ads for a perceived lack of the creativity and nostalgia inherent in past campaigns, arguing that the classic Coca-Cola "magic" is diminished by an over-reliance on AI. Many expressed frustration that cost-cutting and production speed appear to be prioritised over artistic quality.

Why the ad is stirring up conversations 

Coca-Cola is not alone in facing backlash for using Gen AI in festive marketing. Last year, Toys "R" Us saw its public sentiment plummet after releasing an ad created entirely by OpenAI's Sora, which viewers called "soulless" and "cynical."

According to Jacopo Pesavento, CEO of Branding Records, this trend is driven by curiosity. “Brands and creatives are testing the limits of what machines can do. It has become the new frontier and everyone wants to touch the edge.” 

He noted that Coca-Cola is no stranger to digital storytelling, with its Pixar-level holiday films of the past, but the difference now is visibility. "Technology is no longer hidden behind artistry. It has become the story itself. And that is why it feels so different," he said. 

Virginia Ngai, associate partner at Prophet, described this year's ad as "technically polished but emotionally flat." She argued the issue is that the "story feels hollow." For a brand built on "real happiness" and "human connection," an AI-driven ad that feels cold creates a palpable disconnect for the audience.

Ngai added that the issue is creative intent. “When AI becomes the idea rather than the enabler, the story loses meaning. Consumers don’t want to be impressed by algorithms; they want to be moved by ideas.”

"As technology evolves, we should embrace it. The question is how. Pixar, for instance, uses CGI to evoke real emotion. You forget it is all generated because the storytelling feels deeply human. That is the benchmark for creativity in the age of AI," she added.

On the creative front, John Koay, executive creative director, Edelman Hong Kong, said many are seeing AI as merely an effective way for large brands to get around cost and efficiency. "Perhaps they feel the ‘realness’ is absent in its execution and delivery. I think AI can still deliver the human centric element, but it really comes down to the story and why AI was used."

The path forward: AI as a stagehand, not the star

The opportunity for Coca-Cola, and others, is to reframe AI's role. As Ngai suggested, AI should act as a "stagehand that amplifies human imagination," not as the storyteller. "When technology and emotion move in rhythm, brands do more than keep up with change. They set the tone for it."

Nonetheless, Pesavento believes Coca-Cola has "earned the right to experiment" given its century of crafting cultural moments. However, he proposes a bolder alternative: “I would have used the moment to surprise everyone, not with another machine-made spectacle, but with something radically human. No actors, no green screens, just real people, real stories, real magic. That would have been the boldest move of all." 

Because when everyone is chasing the future, sometimes the most revolutionary thing you can do is remind people what being human feels like. 

AI is merely an amplification tool for creativity, said Koay. "Used in the right ways and context, it can still speak to the heart with a human touch. What is the core and who’s behind the A.I is most important. They say it’s not the camera, it’s the photographer. I truly believe the story teller will make all the difference."

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