When Coca-Cola released its “Holidays are Coming” AI-generated Christmas ad last year, it was met with mixed reactions online. Criticism was fired at the work, but the studios that created it, Silverside and Secret Level, have defended it, arguing that the artistry behind the production had been misunderstood.
Meanwhile, McDonald’s Netherlands pulled its AI Xmas spot “It’s the Most Terrible Time of the Year”, altogether just days after release. This followed online backlash criticising its “creepy” AI-generated characters that felt out of touch with the festive spirit.
Regardless of the reaction, AI use in advertising production and post production is set to grow. This Christmas, I’m predicting we’ll see AI play a bigger role, albeit not explicitly, it may not even be noticeable to the human eye.
Because the reality is, AI use is now ubiquitous right across the advertising industry as a fundamental part of advertising creation; 40% of Cannes Lions Festival entries used AI in 2026, doubling from 20% in 2025.
It’s hardly surprising when brand leaders are also making AI fundamental to their strategy. In 2025, roughly 80% of CMOs had already deployed GenAI to make internal processes faster, more productive, and less labor intensive, though over 70% were concerned about GenAI’s impact on creativity and brand voice.
I believe it’s the production companies that integrate the latest AI tools into their workflows that will gain the edge in an increasingly competitive market. But even when AI is used heavily, there has to be human expertise at the control deck. Coca-Cola’s ad was made by generating more than 70,000 AI clips before they were painstakingly refined into the final cut using skilled human hands.
There are myriad practical reasons why AI has found a home in Christmas advertising, but brands should consider their approach carefully because it isn’t risk free. Especially in the holiday period when the stakes for brand sales and conversion are so high.
Yes, it can speed up the creative process, it also enables teams to visualise multiple concepts, environments and characters before committing to a final direction. AI can also support previs, background generation, clean-up, versioning and post-production rather than replacing the entire process.
But Christmas advertising works because people connect emotionally with it, and artificial-looking performances or expressions can quickly break that connection. When tech takes over human processes there’s a risk of losing the human feeling. AI doesn’t naturally understand brand guidelines, and packaging, logos, colours and product details well either.
Then there’s visual inconsistency, too. Characters, products and environments may change subtly between shots, creating more post-production work than expected. That’s why it always needs human oversight and a trained creative eye.
Then there are questions of rights and transparency. Brands need to understand how tools were trained, what assets are being uploaded and whether performers, artists or copyrighted material are being replicated in AI models.
AI use is becoming increasingly non-negotiable for brands. Here are five takeaways to ensure Christmas advertising still lands:
Take a hybrid approach
AI doesn’t need to replace the entire production process. Combining live action, traditional post-production, VFX and AI can often produce a more polished and believable result than relying on AI alone. Use the technology where it genuinely adds value rather than making it the starting point for every decision.
Use real people for emotional performances
Christmas advertising that resonates depends heavily on warmth, connection and authentic human emotion. AI-generated people are improving, but real performances will feel more natural and relatable. Filming real actors and using AI to enhance the environment, extend sets or create magical elements can offer the best of both worlds.
Protect your products and intellectual property
Brands should understand where their product images, unreleased designs and campaign materials are being uploaded. For sensitive work, consider offline or privately hosted AI models that keep assets within a secure production environment rather than sending them to public platforms.
Leave enough time for traditional finishing
AI-generated content will still require editing, compositing, colour grading, sound design, retouching and quality control. Product details, hands, faces, text and continuity may all need additional attention before the campaign is ready to publish or broadcast.
Plan for more clean-up than expected
AI can make early development feel extremely fast, but the final ten percent can take significant time. Build testing, revisions and technical clean-up into the schedule and budget. What begins as a quick generation process can create more post-production work than anticipated, particularly when consistency is required across multiple shots, formats and markets.
So this year, the brands that use AI with crystal clear judgement, blending AI skill with human craft, will be the ones that make Christmas ads feel like Christmas.
