Real Magic? Coca-Cola, Generative AI & Christmas Ads: What Really Changed in 2025?

Generative AI is everywhere in advertising — but is it actually making ads better?

In our latest white paper, we take a close look at Coca-Cola’s AI-generated Christmas campaigns, comparing the 2024 and 2025 spots to see what improved, what didn’t, and how real consumers reacted.

What you’ll discover

• Why technically better AI visuals don’t always lead to stronger emotional impact

• How audiences actually perceive AI-generated ads — beyond the hype

• Where the 2025 campaign improved… and where it still fell short

• What this all means for brands planning to use generative AI in advertising.

Based on a research study with 766 consumers, the study shows a clear takeaway: better technology doesn’t automatically create better advertising.

If you’re working with AI, considering it, or just curious about how far generative ads have really come — this is a must read.