"Sure, there is noise and there are people who talk and criticize, but this is one of our top-tested ads in history, period," ElDessouky said. "The masses, the audiences, do not necessarily look behind the technology. They just look at the story that they're receiving, and then they respond to it."
""scored off the charts""
""refreshed and optimized version""
Coca-Cola released a generative AI–produced refresh of its long-associated Christmas spot "Holidays Are Coming," building on a 1995 original and last year’s AI remake. The campaign marks a second consecutive holiday effort using generative AI and leverages recent advances such as GPT-5 to enable experimentation. The AI refresh delivered high scores on association and conversion metrics and reportedly “scored off the charts” with consumers, motivating continued AI use. The approach uses a "timeless and timely" framework to balance foundational brand values with innovation. The campaign faced public backlash, but audience response and business measurements supported continued AI experimentation.
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