Brand New World
I'd like to AI the world a Coke
Mar 19, 2025
Pratik Thakar, Coca-Cola's Global VP for Generative AI, and Jason Zada, creative director at Secret Level, explore the brand's innovative use of AI in marketing. They discuss the controversy surrounding AI-generated holiday ads, reflecting on the passionate backlash they faced. Despite this, Thakar emphasizes Coca-Cola’s commitment to creative risk-taking and long-term investment in AI, while Zada shares insights on blending tradition with technology. Their conversation invites a deeper look into the evolving relationship between brands and the creative landscape.
42:25
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Quick takeaways
- Coca-Cola's recent use of generative AI for holiday ads, despite backlash, reflects their commitment to creative risk-taking for long-term marketing success.
- The company's proactive integration of AI in advertising demonstrates a strategic shift towards innovation, aiming to enhance brand experiences and engagement.
Deep dives
Coca-Cola's Holiday Ads and AI Experimentation
Coca-Cola recently launched a series of holiday ads created entirely from generative AI, sparked by their iconic 1995 holiday spot. While the brand aimed to creatively reimagine the original concept, the response to the ads was overwhelmingly negative, with critics claiming they ruined the spirit of Christmas. This backlash highlighted concerns about the authenticity and effectiveness of AI-generated content, raising questions about its place in creative advertising. Despite the controversy, Coke views these AI ads as a crucial part of their marketing strategy, believing that early experimentation can lead to long-term benefits.
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