Artificial intelligence (AI) is transforming the advertising landscape, opening up new possibilities for content creation and rethinking branding and marketing strategies. A prime example is Coca-Cola's recent Christmas commercial, developed entirely with AI.
This ad, a reinterpretation of the iconic “Holidays Are Coming” from 1995, has generated divided opinions. While some criticize the lack of authenticity and warmth, others applaud the technological innovation as a way to modernize the brand. According to Javier Meza, Coca-Cola's marketing director for Europe, the decision to use AI was not only economical, but also sought to connect with a new generation without losing the emotional essence that characterizes the brand.
In this context, AI tools are positioned as strategic allies for the development of more efficient, personalized and creative advertising content. Integrating these resources in branding allows brands to reinvent themselves and maintain their relevance in a competitive market, while in marketing, they open the door to new ways of interacting with audiences in a more segmented and meaningful way.
The future of advertising is not in choosing between tradition and innovation, but in finding a balance that combines the best of both worlds. Coca-Cola invites us to reflect on how to use these technologies to connect emotionally, reminding us that the essence of a brand should always be at the core of any creative strategy.