Coca-Cola has produced this year's Christmas commercial using generative AI and used the launch to publicly urge advertising agencies to scale their own AI work, according to a report from The Times of India.

The article, which centers on the company's use of AI in its seasonal creative, also flags a direct appeal from Coca-Cola's head of generative AI aimed at the agency world.

What the Christmas ad actually is

The Times of India headline confirms AI again sits at the center of Coca-Cola's holiday campaign — a slot the brand has used for decades to telegraph creative direction. Previous Coca-Cola holiday work has explored CGI, motion capture and licensed music partnerships. This year, the headline tells readers, the brand chose generative AI to handle the production.

The plea to ad agencies

The story's second move is a public ask from Coca-Cola's GenAI chief to the agency community. Instead of waiting for partners to discover AI toolchains on their own, Coca-Cola's lead on the technology is making the case directly.

The Times headline describes the message as a "plea" — language that marks the campaign as more than a vanity project. Coca-Cola wants its agencies to follow.

Why Coca-Cola has a GenAI head

Coca-Cola created a dedicated generative AI leadership role as part of a multi-year build-out. The Times of India's wording — "its GenAI head sends a plea" — establishes the position as a recognized voice inside the company, with standing to address external partners.

The role signals two things for trade readers:

• The creative-AI work is not a one-off experiment.
• The function is structured and reportable, not a skunkworks project.

What the source doesn't say

The Times of India headline gives the news but does not include dollar figures, production hours, agency partners named, or the platform or model used to generate the spot. The full piece would carry that detail; the headline alone does not.

Until those data points land, the only concrete claims are two:

• Coca-Cola used AI on the Christmas ad.
• The company's GenAI lead addressed the agency community directly.

Why it matters for operators

For agency operators, the move is consequential regardless of the artistic debate around AI-generated holiday work. Coca-Cola is one of the world's largest advertisers and sits on the buyer side of major annual media and production contracts. A plea from inside the company is a market signal, not a magazine column.

For in-house teams, the GenAI head's appeal doubles as a competitive cue. If a top global advertiser now expects its agencies to operate proficiently on generative AI, those agencies need either to skill up fast, partner with AI-production vendors, or risk losing the brief.

What to watch

• The agencies credited on the Christmas spot.
• The model stack disclosed (text-to-image, text-to-video, custom-trained).
• Whether rival packaged-goods advertisers copy the playbook in Q1.

The full Times of India report is the next read for operators who need the specifics.