Coca-Cola has launched a global holiday campaign built around AI-powered storytelling, reviving its "Givers of the Season" creative for the second consecutive year.

The company confirmed the campaign on coca-colacompany.com, describing a seasonal push that pairs its traditional holiday iconography with generative AI production techniques. The campaign refreshes the "Givers of the Season" platform Coca-Cola first ran in 2024, which centered on gift-giving as the emotional engine of the brand's Christmas advertising.

The move marks Coca-Cola's most explicit embrace of AI in its flagship seasonal marketing. The beverage maker has experimented with AI-generated advertising before — its 2023 holiday campaign used AI tools to recreate its well-known 1995 "Holidays Are Coming" spot, a decision that drew mixed reactions from viewers and industry commentators.

With this campaign, Coca-Cola signals it intends to keep AI in its production toolkit rather than treat it as a one-off stunt. The company frames the technology as a way to scale storytelling across markets and formats while keeping the brand's established holiday visual language intact.

The campaign runs globally across the brand's markets, placing AI-assisted content on the same stage as one of advertising's most recognized seasonal properties. Coca-Cola's Christmas advertising has run in some form for decades, and the annual holiday push remains one of the largest fixed marketing investments on the company's calendar.

For advertisers and agencies watching from the outside, the campaign serves as a live test of whether AI-generated creative can carry a flagship brand moment without diluting the recognition the brand has spent years building. Coca-Cola's earlier AI experiment showed the technology can reproduce familiar imagery at scale; whether audiences accept it as an equal to traditionally produced work remains the open question.

The company has not announced an end date for the campaign, which is expected to run through the holiday season.