At Fable Heart Media, we keep a close eye on how industry giants innovate – not because small businesses should copy them, but because their choices often reveal where marketing is heading. Coca-Cola’s latest holiday campaign is one of the clearest signals yet that AI is becoming a mainstream advertising tool. But here’s the part that matters most for small and medium-sized businesses:
💡AI is powerful… but it’s only effective when guided by human creativity, strategy, and oversight. Let’s break down what Coca-Cola’s approach means for you.
1. Big Brands Are Still Betting on AI, Even After Backlash
Coca-Cola once again leaned into generative AI for its 2025 holiday campaign. The company released a “refreshed and optimized” version of its iconic “Holidays Are Coming” ad using AI-generated visuals.
That’s a strong signal: even global brands that can afford traditional, high-production-cost ads are seeing real value in AI storytelling. Coca-Cola says this approach saved time and money compared to a “standard” ad shoot.
Pro tip: You don’t need a Hollywood budget to try AI-powered creative. If a brand like Coke is doing it, there’s room for smaller businesses to experiment too, especially for more agile or local campaigns.
2. Speed & Scale Are Major Advantages
One of the most compelling benefits Coca-Cola highlights is how fast they could produce the campaign. According to reports, they generated over 70,000 video clips with generative AI.
What would normally take months of live-action production (casting, location scouting, post-production) got compressed dramatically. Coca-Cola claims the time from concept to finished video shrank from around a year to roughly a month.
If you’re running lean, time is often your biggest cost. AI gives you a way to iterate and produce quickly, enabling you to test creative ideas fast and adapt. For seasonal campaigns, promotions, or multiple versions of a message, that agility is gold.
3. Human + Machine: Not One or the Other
Coke didn’t just hand over all creative control to AI. They emphasize collaboration – real storytellers guided the AI, shaped the narrative, and made deliberate creative choices.
The ad’s finished visuals integrate thousands of AI-generated clips, but the emotional beats, like a cozy holiday memory, are still deeply human.
Here’s the takeaway: AI works best as a creative partner, not a full replacement. Use it to generate ideas, visuals, or motion assets, but don’t skip the human touch. Keeping people in the loop ensures your brand’s voice, values, and emotional tone stay genuine.
4. The Risk of Feeling “Soulless” or Disconnected
Not everyone loved Coke’s AI ads. There’s been backlash: some people say the visuals feel “bland,” “soulless,” or lacking that nostalgic magic Coca-Cola is known for. Critics question whether cost and speed are being prioritized over artistry. Others worry that AI is slowly eroding the emotional warmth of storytelling.
Just keep in mind that when you use AI, there’s a trade-off. Faster production and lower costs are powerful—but if your brand depends on emotional connection, you’ll need to invest in creative direction to preserve that warmth. Test with your audience. If something feels “off,” don’t hesitate to re-prompt, refine, or even layer in live-action or human animated elements.
5. Transparency Matters — Legally and Ethically
As Coca-Cola leans into synthetic content, there are growing questions about disclosure. According to legal experts, deceptive use of AI-generated media can run into regulatory issues.
In other words: it’s not just about what your content does, but whether viewers know it's AI-made. For big brands, that’s not just a PR issue – it’s a legal one too. If you’re using generative AI for ads, be transparent. Make it clear when content is synthetic, and make sure you’re not misleading your audience. Not only is that responsible, it builds trust.
6. Creativity Is Still Key — Even With AI
Despite the tech behind it, Coca-Cola’s campaign still relies on strong story concepts: the magic of holiday giving, behind-the-scenes givers, and heartfelt moments.
They anchored their story in real emotion, purpose, and the holiday spirit, and that’s the golden key in any holiday campaign.
Pro tip: Don’t let AI do all the heavy lifting creatively. Use it as a tool to amplify your narrative, not replace it. Your brand’s story and why you connect with your customers still matters most.
7. Innovation Can Be Polarizing — But It Can Pay Off
Coca-Cola knew what they were doing was bold: reviving an iconic classic (“Holidays Are Coming”) with AI risked backlash. Still, they doubled down. And while reactions were mixed, the campaign made headlines, drove conversations, and clearly helped Coke stretch creative boundaries.
The lesson here is not to be afraid to take calculated risks. Using AI in ad creative can generate buzz, show that your brand is forward-thinking, and help you experiment in ways that weren’t possible before. But be ready to listen to your audience and pivot if needed.
Book a Complimentary Digital Ads Consultation with Fable Heart Media
Interested in using AI for your business but want to make sure you do it the right way with smart strategy and expert oversight?
Our award-winning team based right here in Florida specializes in helping small and medium-sized businesses use AI in a way that enhances creativity without losing the human touch that makes your brand unique.
Book a free consultation with our team today – we’ll walk you through how AI can fit into a thoughtful, results-driven marketing strategy. Additionally, don’t forget to explore our blog for more insights, trends, and expert guidance in the digital marketing space.
