Coca‑Cola AI Holiday Update Sparks Backlash

Coca‑Cola rolled out its 2025 “Holidays Are Coming” update as part of a broader “Refresh Your Holidays” campaign that includes a human‑led film, truck tours and on‑pack promotions. The spot was produced with generative‑AI partners Secret Level and Silverside AI. Coca‑Cola says this year’s work reflects deeper human–AI collaboration, with fewer humans on the crew and markedly improved craftsmanship compared with last year. Observers and critics, however, describe the ads—featuring red trucks, polar bears and a menagerie of animals—as rendered entirely with GenAI and have mounted a substantial backlash online and within the creative community, calling the spots “soulless” and accusing the brand of sidelining human artists. Coca‑Cola and its AI partners defend the campaign, citing positive test results and arguing AI is an inevitable, transformative tool for advertising, while critics warn the shift threatens craftsmanship and jobs.