Coca-Cola has revealed it worked with Los Angeles-based AI studio Secret Level on a generative AI advert for the festive season.
The company trialled AI for its 2024 ad, which was met with criticism from viewers and creatives.
For its 2025 ad, the company claims the craftsmanship is “100 per cent better”.
“We understand that concern,” Pratik Thakar, global VP and head of generative AI at Coca-Cola, told The Hollywood Reporter. “But we need to keep moving forward and pushing the envelope.”
The ad features the Coca-Cola truck driving through different locations as animals from seals to pandas look on, and ends with Santa’s arm appearing as the truck’s doors open. It noticeably doesn’t feature any other humans.
“Last year it was difficult to get those expressions from animals so we had to use human faces. Now technology has evolved to where we can,” added Thakar.
