Coca-Cola is expanding its use of generative AI after last year’s AI-created holiday ad became the brand’s most successful Christmas campaign. Pratik Thakar, the company’s global vice president and head of generative AI, spoke at ADWEEK’s Brandweek 2025 event in Atlanta on Monday about the decision to use AI again this year.
Consumer Success Drives AI Push
According to ADWEEK, research firm Kantar ranked last year’s AI-generated Christmas ad as the top-performing holiday campaign globally across all categories. Thakar said the business results motivated the company to continue with AI.
The campaign drew criticism from parts of the creative community. Some pointed out technical issues like wheels not moving properly. But Thakar said consumers viewed the ad differently than industry professionals.
„The genie’s out of the bottle,“ Thakar told the audience. „You either lead with it, or you keep crying about it.“
This year’s campaign benefits from major advances in AI-generated cinematography, physics, and rendering quality. Thakar said the global Christmas campaign represents the company’s biggest business opportunity of the year.
AI Integration Across Operations
Coca-Cola partnered with OpenAI in 2023 shortly after ChatGPT launched. The company now runs more than a dozen AI incubators with major tech companies. These partnerships give Coca-Cola early access to test new models.
No Separate AI Department
The beverage brand embeds AI into existing teams rather than creating a separate department. Thakar said isolation would turn AI into a silo.
The company applies AI beyond marketing. It now uses the technology in research and development, supply chain, and knowledge management. Thakar emphasized this approach helps drive both creativity and efficiency.
„We don’t want to, we shouldn’t separate AI because then it becomes a silo,“ he said. The strategy positions Coca-Cola as a visible case study for how global brands can use generative AI across operations.
Thakar’s comments signal how legacy marketers view AI as a long-term force reshaping products, marketing, and management. The company treats AI as a business transformation tool rather than a cost-cutting measure.
