Coca-Cola’s new Christmas campaign has generated mixed opinions, especially due to its intensive use of artificial intelligence tools. To create the ad, more than 100 people participated, and five specialists generated and refined around 70,000 AI-generated clips. For some, this seems like an unnecessarily complex process; for others, it’s simply a sign of how creativity and technology are learning to coexist.
It’s true that the animation quality isn’t always consistent, at least for now: the styles change, the animals look somewhat stiff, and certain details can feel unnatural. But it’s also true that, in the end, it’s a Christmas commercial, not a cinematic masterpiece. Many people will watch it, smile, and go about their day. Sometimes we become more demanding simply because we know something was made with AI, not necessarily because it’s worse than usual. It’s just that Coca-Cola has accustomed us to seeing that human touch and sensitivity in their ads, especially during this time of year, that moves our hearts and emotions.
This type of project comes at a time when digital tools are advancing so rapidly that they are already transforming many creative jobs. It’s normal that this raises concerns; nobody wants to see professions full of human talent disappear. But it’s also an opportunity for young people to understand something important: technology doesn’t come to replace human creativity, but to demand that it evolve.
Yes, there are risks. Yes, some companies make decisions guided more by reducing time and costs than by truly promoting art. Yes, many fear that AI will “empty” the meaning of what we see. But it’s also true that the history of art and technology has always been full of experimentation, happy accidents, and new tools that at the time seemed like “threats.” All these philosophical and analytical debates are very similar to when film buffs hated 3D animation, and even 2D animation, arguing that it could never replace traditional cinema with real actors and sets, and that everything looked ugly and was simply a commercial product. The truth is, everyone has now accepted that it’s an equally valid and effective art form, so much so that these technologies have generated new academic programs and created thousands of jobs.
What remains of all this, and what we truly need to learn, which is also key for new generations, is that the value of human work lies not in clicking buttons or performing repetitive tasks, but in contributing intention, sensitivity, vision, and purpose. AI can generate thousands of versions, but the ideas, the judgment, and the message still depend on real people with feelings and values.
If this commercial teaches us anything, it’s that we are still learning to use these technologies responsibly and with artistic sensibility. And that’s okay. We are in a transition. The important thing is not to lose sight of the fact that human creativity has depth, context, and emotion, and no machine can reproduce that by accident.
For young people who see this landscape, the lesson is clear: adapt your skills, learn new tools, but don’t give up your human touch. What is most valuable is still what you can contribute that no artificial intelligence can feel: your integrity, your feelings.
