- Case Study
Coca-Cola's AI Christmas Ad: Anatomy of a Backlash
Coca-Cola's 2024 holiday campaign updated the brand's iconic truck-driving-through-snow imagery using AI generation. The audience response was sharp and overwhelmingly negative. A specific look at why.
- Industry
When Brands Build Their Own AI: The 2024 In-House Tooling Wave
Through 2024, the largest brands began building their own AI creative infrastructure rather than relying on third-party platforms. The pattern of who built what, and why, is instructive.
- Case Study
What Coca-Cola's "Create Real Magic" Got Right About Branded AI
In early 2023, Coca-Cola opened its archive to an AI co-creation platform. The campaign attracted criticism, but the structural decisions were ahead of where most brands have landed since.