Editorial illustration for Study finds most viewers missed AI-generated Coca‑Cola ad, still liked it
AI-Made Coca-Cola Ad Fools Viewers, Wins Hearts
Study finds most viewers missed AI-generated Coca‑Cola ad, still liked it
A Kantar study put a freshly minted Coca‑Cola spot—built entirely with generative AI— in front of everyday viewers and then asked a simple question: did they notice the technology behind it? The researchers tracked not just recognition but also how the commercial affected feelings toward the brand. What emerged was a split between awareness and affection.
While most participants failed to spot the AI origin, the ad still struck a chord with the demographic Coca‑Cola banks on. The brand’s core audience, according to the data, reported a “feel‑good” reaction and maintained a strong affinity for the label. Dom Boyd, Kantar’s managing director, summed up the findings in a recent interview with Campaign, pointing out that the low detection rate didn’t dampen the ad’s impact.
He says:
"The vast majority of people didn't notice the ad was AI-generated (we asked)..."
"The vast majority of people didn't notice the ad was AI-generated (we asked)" "The people that matter most - Coca-Cola's target audience - still enjoy it, feel good when they see it, and love the brand for it," Kantar managing director Dom Boyd told Campaign. In fact, Kantar's [ad testing] shows that the vast majority of people didn't notice the ad was AI-generated (we asked), and the execution is one of the highest-performing this year for short-term sales potential." Audience reactions to AI ads have been mixed, however. In a November 2025 Kantar study, consumers were discouraged by ads that featured obvious AI signals like "distracting or unnatural visuals," but responded well to ads that used AI well enough to go largely undetected.
While the study shows that most viewers didn’t spot the AI‑generated Coca‑Cola spot, the numbers suggest they still responded positively. Kantar’s testing indicates the brand’s core audience felt good about the ad and expressed affection for Coca‑Cola, even though the artificial origin went unnoticed. Yet the author of the piece warns that the novelty may be wearing thin, noting that AI “is sucking the joy out of” advertising and predicts an “AI ad‑pocalypse” in 2026 as the technology spreads across the industry.
Consequently, the data offers a mixed picture: immediate reception appears favorable, but longer‑term effects on creative satisfaction remain unclear. The report does not address whether the lack of detection will hold for more complex or less polished AI work, nor does it explore how other demographic groups might react. Thus, while the current ad succeeded on surface metrics, whether AI‑driven creativity can sustain audience engagement without eroding the very pleasure that once defined commercials is still an open question.
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Common Questions Answered
How did consumers react to Coca-Cola's AI-generated holiday ads in 2025?
According to [kantar.com](https://www.kantar.com/north-america/inspiration/advertising-media/rethinking-ai-generated-advertising), consumers showed mixed but largely positive reactions to AI-generated ads. Only 41% of consumers said AI-generated ads bothered them, and Coca-Cola's specific holiday ad 'scored off the charts' with consumers, despite some initial backlash.
What did Kantar's study reveal about the effectiveness of AI-generated advertisements?
[thedrum.com](https://www.thedrum.com/opinion/people-don-t-care-how-ads-are-made-but-genai-s-no-magic-wand) found that there is little direct correlation between AI use and ad effectiveness. Ads where AI was used more seamlessly performed better, with over 40% landing in the top tier for branded cut-through, suggesting that the quality of integration matters more than the technology itself.
Why is Coca-Cola continuing to use generative AI in its holiday advertising despite criticism?
[marketingdive.com](https://www.marketingdive.com/news/why-coca-cola-keeps-pushing-limits-generative-ai-despite-backlash/804739/) reports that Coca-Cola's global VP of creative strategy, Islam ElDessouky, believes consumers focus on the story, not the technology. The brand found that their AI-generated ads performed exceptionally well, with high scores in key metrics like brand association and conversion to transaction.