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The fusion of generative artificial intelligence (AI) and marketing science is radically transforming the advertising industry. Despite some hesitation, more and more brands are beginning to recognize the immense potential of AI in creativity and operations. Iconic brands like Coca-Cola have already taken the lead by incorporating AI into their advertising campaigns. Coca-Cola used AI to remake its iconic ad "The Holidays are Coming," showcasing the technological advancements achieved in a short period of time. PetSmart Charities utilized AI to create vivid profiles of adoptable animals.

Coca-Cola recently launched a Christmas advertisement generated by artificial intelligence, which faced strong opposition from netizens. The ad features a fleet of cherry-red trucks driving along a snow-covered road, delivering ice-cold Coke to customers in a festively decorated town. While the campaign showcases the future of commercial advertising, many consumers did not feel the festive spirit, criticizing the beverage brand's ad as 'garbage,' 'ugly,' and 'lazy.' The ad utilized Coca-Cola's artificial intelligence software, Real Magic AI, and included small print in the video.

Coca-Cola recently announced that it has used artificial intelligence technology to remake its classic 1995 advertisement 'Holidays Are Coming.' This bold move makes Coca-Cola one of the first large companies to produce a television commercial entirely through AI. To achieve this, they collaborated with three AI studios to create different versions of the ad, which will be broadcast on television, streaming platforms, and global digital video. Video stills feature Coca-Cola's global generated AI.

Coca-Cola's sports drink brand BodyArmor features AI-generated images in its Super Bowl advertisement titled 'Field of Fake', emphasizing the product's lack of additives through cultural commentary comparing real footage with AI-generated content. The ad will air in 20 U.S. markets and Canada.

Coca-Cola innovatively launched a customizable holiday card through its AI platform 'Create Real Magic', emphasizing interactivity. The company focuses on a diverse experience that connects brand and culture by going beyond traditional advertising with Sphere, games, and music. In terms of brand building, it offers free tools that reward user creations being showcased on billboards, strengthening relationships with consumers. Coca-Cola shifts towards an 'experience and participation' model, striving to maintain audience attention in an age of media fragmentation.