26/11/2025
The internet has been pretty loud these past few weeks — all because of two campaigns that couldn’t be more different.
First, Coca-Cola dropped its 2025 holiday ad. Made with AI. And... well, let’s just say it missed the mark. The visuals feel like a messy dream with a knock-off Santa, not anything close to holiday magic. The comments? Brutal — and honestly, it’s hard to blame people.
Then Apple stepped in with the exact opposite approach.
No CGI. No AI. Just 12 seconds of a real glass Apple TV logo filmed in a real studio with real effects.
And the internet loved it – a tiny, minimalist clip triggered more emotion than full-scale, overproduced holiday campaigns.
And here’s where it gets interesting:
👉🏻 88% of marketers use AI every single day.
👉🏻 But 71% of consumers don’t trust brands that lean too heavily on AI content (via Invoca)
AI is everywhere now. Which makes anything not generated by AI suddenly feel... premium?
This isn’t about ditching AI. It’s great for quick ideas, rough drafts, research — all the behind-the-scenes stuff.
But when you need emotion, atmosphere, and something that actually feels alive, human work still wins.
Same goes for personal branding. Social media is drowning in look-alike posts and reels made from the same prompts and templates, often straight from the US content factory.
Everyone’s starting to sound the same. And that’s exactly why authenticity is turning into the real luxury.
People don’t care about perfection – they care about real people. In a world where you can generate "nice content" in seconds, the real advantage goes to whoever stays genuine.
AI isn’t killing creativity – it only does when we stop putting ourselves into what we create. Maybe this is the perfect time to remember that.
