Brand management, in its contemporary form, emerged from the combined efforts of D. Paul “Doc”...
Coca-Cola has revealed its 2025 Christmas commercial — once again produced 100% with Artificial Intelligence. The polar bears are still there, as they have been since 1993. The snow, the illuminated train, the nostalgic atmosphere… all recognizable.
But something has changed.
Correct aesthetics and disconnected feeling?
In 2024, Coca-Cola released its first AI-generated Christmas ad. The visuals drew attention — not for their charm, but for their artificial look. Advertising professionals criticized it. Consumers found it strange due to the film’s clear artificiality, which ended up feeling… cold. For 2025, the company decided to continue with the concept. The technology improved, the design was refined, but the same question resurfaced:
Does the consumer feel that something is “off” when a commercial is created with artificial intelligence — even if they aren’t aware of it?
And going even deeper:
Can replacing human processes affect the “emotional component” of an iconic brand?
The soul of a brand: intangible, yes — but also perceptible?
Strong brands build aesthetic consistency, of course. But they also build emotional bonds — often created by the hands of artists, illustrators, directors, composers.
There are professionals who argue that when the human touch disappears, something subtle is lost: the beautiful imperfection, the unexpected detail, the “warmth” that cannot be programmed. In other words, precisely what makes us human.
Compare and draw your own conclusions:
2020
Coca-Cola Christmas 2020 (traditional production): https://www.youtube.com/watch?v=6wtxogfPieA
2025
Coca-Cola Christmas 2025 (AI-generated): https://www.youtube.com/watch?v=Yy6fByUmPuE
And you? Do you notice a difference?
Does AI simply modernize… or does it alter the emotional essence of the brand?
Share your thoughts — I’m curious to know how each person feels about this change.
