Coca-Cola’s recent Christmas advertisement, (almost) entirely created with generative AI, has sparked intense debate within the creative industry. While the integration of AI can offer exciting possibilities, this campaign highlights a worrying trend: replacing human-driven artistry with algorithmic production by removing the entire current workflow.
For a company synonymous with iconic Christmas campaigns, this change is not just disappointing; it signals a lack of respect for the collaborative processes that make storytelling rich and meaningful.
The ad was produced without traditional filmmaking components: no human actors, no sets, and no tangible pre- or post-production. Instead, AI tools synthesized everything, from character design to scenery, eliminating human creativity from the equation. The entire process required only 17 artists and took less than three weeks to complete.
While Coca-Cola may have intended to showcase cutting-edge technology, the result highlights the ethical and professional risks of replacing human creators with an entirely automated system.
This practice undermines the fundamental pillars of the creative industry. Filmmaking is a collaborative art form that relies on the talent of writers, directors, actors, production designers, visual effects artists, and more. By substituting these collaborators with AI, Coca-Cola not only causes significant economic harm to the entire film industry but also devalues artists’ expertise and removes the unique human touch that has traditionally made its Christmas campaigns resonate with audiences worldwide.
An event like this, funded by one of the world’s wealthiest and most influential companies, threatens the economic structure of the creative ecosystem and represents a misuse of technology. Generative AI is often marketed as a cost-cutting solution, but these savings come at the expense of jobs. Without the need for actors, crews, or post-production teams, entire segments of the industry risk becoming obsolete. For students and professionals in fields like VFX, this trend is particularly alarming.
The true integration of AI should amplify human talent, not replace it.
This Christmas, Coca-Cola’s AI-generated ad serves as a warning rather than a celebration of innovation. As creatives, we must advocate for a future where technology supports human artistry, ensuring that the stories we tell remain authentic and collaborative.
Front image from the Youtube Channel Zueda, who AI edited the Coca-Cola AI-Generated Christmas Ad. Brilliant.
THE ART OF VISUAL EFFECTS AT ESCAPE STUDIOS 