Pratik Thakar, Global VP of Generative AI at Coca-Cola, shares his insights on the company's innovative use of AI in marketing. He discusses the 'Create Real Magic' campaign, merging nostalgia with technology through a digital Santa experience. The collaboration with Microsoft enables real-time, multilingual interaction, leading to unique consumer engagement. Thakar emphasizes the importance of combining human creativity with AI while addressing ethical considerations and trust in responsible AI deployment. Get ready for some holiday magic!