Podcast Summary: Coca-Cola’s AI Holiday Ad: Bold Innovation or Soulless Shortcut?

Behind the Numbers: an EMARKETER Podcast | Reimagining Retail

Date: November 19, 2025
Host: Susie Dava Kenyon
Guests: Arielle Fager, Sky Canavas

Episode Overview

This episode tackles the increasingly omnipresent role of artificial intelligence (AI) in retail advertising, using Coca-Cola’s latest AI-generated holiday ad as a case study. Through a lively, structured debate, the panel explores whether AI is sparking new creative avenues in marketing or leading brands to lose their human touch. Later, they discuss how the flood of AI-generated content is actually increasing the value of authenticity and examine practical ways brands can use AI tools while maintaining real connections with their customers.

Key Discussion Points & Insights

1. Coca-Cola’s AI Holiday Ad: Progress or Parody?

[03:13 – 08:12]

• Background:
  Coca-Cola used generative AI for its iconic “Holidays Are Coming” ad campaign for the second year in a row, claiming "10 times better craftsmanship" and fewer humans in the story.
• Debate Structure:
  • Arielle argues the move is a soulless shortcut, while Sky plays devil’s advocate for AI innovation.

Arielle’s View – Critique of the AI Campaign

• Coca-Cola is a brand synonymous with Christmas. By relying on AI, they risk diluting the nostalgia and emotional resonance their ads are famous for.
  • “For Coca Cola, a brand that is so embedded in Christmas and known for their Christmas ads, to take what I’m calling a shortcut is… a little bit of a wrong turn.” — Arielle [03:18]
• Last year’s AI-driven ads were not well received, yet the company doubled down, which she sees as risky.

Sky’s View – Embracing the AI Evolution

• The ads are similar to last year, even retaining small production issues (like inconsistent truck wheels), but Coca-Cola has adopted a “move forward” attitude, normalizing imperfection.

  • “Coca Cola’s attitude has been like, it doesn’t have to be perfect. We just have to move forward with AI because this is the future.” — Sky [04:38]

• Research on consumer attitudes is split; some actually enjoy or are indifferent to AI in ads, especially younger audiences.

  • AI is “the next revolution,” changing not only creative processes but also industry expectations.

• Susie’s Stats/Context:

  • 65% of consumers feel uneasy about AI in ads. However, the public may be growing more accepting, treating errors (e.g., misplaced props in film/TV) as part of the digital experience.
    • “Sometimes in real movies, there’s a Starbucks cup on one side... And that kind of had some interesting backlash, but not really. It was kind of comical, too. Is that what’s happening now?” — Susie [06:15]

• Scrutiny Risk:
  Arielle warns that openly promoting an “AI ad” invites laser-focus on flaws—fine for Coke, tough for smaller brands. - “The minute you say this is an AI commercial, people are zoomed in. They are looking for the inconsistencies. And I just think that’s a pretty big risk.” — Arielle [06:57]

2. The Value of Human Connection and Authenticity

[08:12 – 13:19]

• Flood of AI Content:
  The proliferation of synthetic, AI-generated content has brands and consumers craving what feels real.
  • “Consumers still feel that authenticity is important and that creators deliver it.” — Susie [08:41]
  • Shoppers discover products 10x more often on social than via AI tools.
  • “More than half of US social users say a creator influenced a recent purchase.” — Susie [08:41]

Sky’s Insights:

• Human-created content builds both emotional and information trust. Even large language models (LLMs) prioritize authentic community content (Reddit, YouTube, etc.) over synthetic material for quality results.
  • “There’s really a higher priority on human produced content both for human connection and for the AI LLM connection.” — Sky [10:25]

Arielle’s Observations:

• Brands are now differentiating by promoting their “no AI” stance (e.g., Dove’s anti-AI pledge).

  • “We’re going to see companies differentiate themselves in saying, no, we’re not using AI. I think that in itself will become kind of a way to signal to consumer we’re real, we’re authentic.” — Arielle [10:25]

• The use of AI on the back end (personalization, problem-solving) paired with real people on the front end becomes a mark of authenticity and trust.

• Collaboration between AI and Human Creativity:
  There are ways for AI to enable more meaningful, efficient personalization (Ulta’s recommendations, Amazon’s Rufus, Walmart/OpenAI integration), while creators inject community and imperfect realness. - “Any place where you can solve a consumer problem, you’re probably going to have a lot of good luck with that.” — Arielle [11:50]

• AI-Native Creators:
  Sky predicts the future will see blending, with “AI native” creators using new tools as creative mediums (referencing OpenAI’s Sora video platform).

3. Real-World Examples: Brands ‘Keeping It Real’ with AI

[13:19 – 19:59]

Arielle: Heinz’s AI Ketchup Campaign ([14:05 – 15:35])

• Heinz used DALL·E to generate ketchup images for a playful campaign. The AI-created bottles always resembled Heinz, even when results were odd or imperfect.
  • “Every iteration that DALL·E came up with was very much looking like a Heinz ketchup bottle… but also show these images. The text was messed up, they looked wonky, they looked weird.” — Arielle [14:40]
• Embraced AI’s quirks transparently and humorously—“a tongue in cheek moment”—while reinforcing brand identity and trust.
  • “I think you can play with it, and I think you can be self-aware.” — Arielle [15:35]

Sky: Duolingo’s Brain Rock Meme Collaboration ([16:14 – 17:57])

• Duolingo used a viral Gen Alpha AI meme (“brain rock” characters) by dressing its mascot accordingly, fusing meme culture with core brand identity.
  • “It became a kind of a joke. But it also drove app downloads and a lot of engagement around that core audience… experimenting with AI and receptive to AI advertising that’s creative and fun and engaging.” — Sky [16:48]
• Hints at new engagement models and potential brand safety considerations as AI tools (like Sora) seek partnerships with consumer mascots.

Susie: Warby Parker’s AI-Driven Advisor App ([17:57 – 19:44])

• Warby Parker pivots from its original at-home try-on model to an AI-driven Advisor App for personalized virtual recommendations.
  • “Now they’ve moved away from that… but it also modernizes them and brings them to the AI fold.” — Susie [18:30]
• Increases efficiency and access while staying close to the brand’s digital roots.

Notable Quotes & Timestamps

• Arielle Fager on nostalgia vs shortcut:
  “For Coca Cola…to take what I’m kind of calling a shortcut is, I think, a little bit of a wrong turn.” [03:18]
• Sky Canavas on consumer attitudes:
  “AI doesn’t make ads inherently less likable among consumers. And in fact, among younger consumers, it might cause them to like ads more or improve their brand perception.” [05:23]
• Susie Dava Kenyon on authenticity:
  “Consumers still feel that authenticity is important and that creators deliver it.” [08:41]
• Arielle Fager on brand differentiation:
  “We’re going to see companies differentiate themselves in saying, no, we’re not using AI…as a way to signal to consumers we’re real, we’re authentic.” [10:25]
• Sky Canavas on blending AI and creators:
  “We’ll see them blend more…a new generation of creators that are AI native or take AI as their medium.” [12:56]
• Arielle Fager on brand transparency:
  “Be clear about what you’re doing and understand that it’s not gonna be perfect…you can play with it and be self-aware.” [15:35]
• Sky Canavas on meme creativity:
  “Duolingo…took its little mascot and had him dressed up as one of these brain rock characters…tied in well into its core brand identity.” [16:28]

Practical Takeaways & Brand Strategies

• Leverage AI for Efficiency:
  Use AI to solve genuine consumer problems and streamline decision-making, but maintain a transparent, self-aware tone about the technology’s imperfections.
• Double Down on Authenticity:
  Human creators and “no AI” pledges are valuable differentiators. Consumers still crave realness in an era flooded by synthetic content.
• Blended Approaches Work Best:
  Successful brands are pairing AI’s personalization and scale with genuine creator-driven community engagement.
• Embrace, But Don’t Overhype AI:
  Announcing “AI-powered” entices scrutiny. For most brands, subtle, thoughtful integration may be safer and more effective than loud self-promotion.

For listeners, this episode offers a robust, balanced look at the future of AI in retail branding—reminding us that while the tools are changing fast, the core of marketing still lives in meaningful, authentic human connection.