Following Coca-Cola’s recent AI-generated holiday ad campaign, the juggernaut continues to experience backlash. In 2025, Coca-Cola created a holiday ad that was entirely AI-generated. Though the creators claim that a lot of human artistry went into it, the “holidays are coming” commercial featured an AI Santa Claus generated by archival Coca-Cola drawings. “[P]roducing an AI commercial is at heart no different from making any animated film,” said L.A.-based AI studio founder Jason Zada.
While the creative team maintains there was “a lot of human artistry” that went into it, critics and consumers alike find it ugly and vapid. Citing the need to “move at the speed of culture,” the question becomes:
In the race to move at “the speed of culture,” are brands sacrificing the very thing that makes them memorable — authentic human connection?
“We Could Do It Faster” Isn’t the Same as “We Should”
Of course, AI has accelerated the pace of content generation and enhanced efficiency beyond measure. Creative teams benefit from faster turnaround time, idea iteration, and a reduction in sourcing news items. However, speed optimizes for production, not connection, which is essential.
The tagline for the Coca-Cola ad, “Real Magic,” is in itself an oxymoron. Magic, intrinsically, is unreal, fantasy, supernatural. Couple that with “real” and it gives the consumer pause. “Is this entire ad not AI-generated (as disclaimed on the screen)? What is real about it?”
Clients don’t crave content created quickly—they crave expertise delivered authentically. The brands winning in 2026 aren’t the fastest; they’re the most human.
People Want to Hear from…Other People
Many onlookers are using the brand’s infamous 1995 ad as a comparison point for what authentic media could look like, with a human touch. Sure, there is the hallmark of nostalgia and real human sentiment, but most obviously, there are actual humans in the video, unlike the 2025 ad, which features AI-generated animals (an enhancement made in response to last year’s ad’s criticism, which noted the absence of, well, anything).
Your Visibility Strategy Shouldn’t Be About Volume; It Should Be About Impact
Your clients aren’t hiring you because you can produce content faster than competitors. They’re hiring you because of YOUR expertise, YOUR track record, YOUR unique perspective on their problem. Your personal and professional success is not something AI can replicate, and definitely not something you should try to fully automate.
Writing an article, speaking at a conference, appearing on a podcast—these require YOUR voice and YOUR experience, YOUR perspective
AI can assist, but it will never be able to replicate the nuance of lived expertise
According to the research, “82.1% of consumers can spot AI-generated content” and disengage when they suspect it
Your Competitive Advantage Is Being Irreplaceably Human
The brands and professionals who win in 2026 will be those who double down on authenticity, not automation. AI can assist with research, drafting, and logistics, but it can’t replace your voice. So, take Coca-Cola’s misstep as a reminder: No amount of efficiency can replace genuine human creativity and connection.
Key 2026 takeaways
Don’t let the pressure to “move at the speed of culture” compromise what makes you valuable
Your clients don’t want AI-generated thought leadership, they want YOU
Let’s build a visibility strategy that puts your authentic expertise front and center
Real magic isn’t made by algorithms. It’s made by humans who show up, share their truth, and connect with others in meaningful ways. That’s the kind of magic that lasts and that’s the kind of visibility worth building.