Coca-Cola has unveiled its latest Christmas advertisement, reimagined through artificial intelligence, and the release has sparked a firestorm of discussions across social media and advertising circles. The 15-second ad, a modern reinterpretation of the brand’s iconic 1995 "Holidays Are Coming" campaign, has divided opinions, with many lamenting the perceived loss of authenticity.

The ad opens with Coca-Cola’s signature red trucks navigating a snowy landscape, delivering the iconic beverage to a digitally rendered festive town. AI-generated characters populate the setting, presenting an idealized, yet somewhat uncanny, holiday community. However, the most notable departure from tradition is the absence of Santa Claus—a Coca-Cola Christmas mainstay for decades. Instead, AI-crafted characters take center stage, sparking immediate backlash from viewers.

The reception has been largely critical, with many viewers describing the advertisement as “soulless,” “creepy,” and “disjointed.” Social media users were quick to point out visual glitches, including distorted truck wheels, awkwardly rendered human faces, and an overall lack of the emotional depth that has traditionally defined Coca-Cola’s holiday campaigns.

Javier Meza, Coca-Cola’s European Chief Marketing Officer, defended the ad’s creation process, explaining the rationale behind the use of AI. “We didn’t set out specifically to make this ad with AI,” he said in a public statement. “The goal was to bring ‘Holidays Are Coming’ into the present, and AI became the most effective tool to achieve that.”

Meza highlighted the efficiency and cost-effectiveness of using AI, noting that it allowed the creative team to experiment with multiple scenarios quickly. However, he acknowledged that the approach was a bold step, one that might not resonate equally with all audiences.

The campaign’s polarizing reception has reignited discussions about the role of AI in creative industries. On one hand, proponents argue that AI offers exciting possibilities for innovation, allowing brands to push creative boundaries and reduce production costs. On the other hand, critics worry that the technology risks sacrificing the emotional resonance and authenticity that consumers value.

This is not the first time Coca-Cola has experimented with AI. Earlier this year, the brand used AI to create personalized content for its “Real Magic” campaign. While that initiative was lauded for its novelty, the Christmas ad appears to have struck a different chord, challenging the balance between tradition and modernization.

For Coca-Cola, the controversy may ultimately serve its purpose—keeping the brand at the center of public conversation during the holiday season. Whether this AI-powered approach becomes the new norm or a one-time experiment remains to be seen, but one thing is clear: Coca-Cola’s Christmas ad has succeeded in sparking discussion, if not holiday cheer.