Coca-Cola recently stirred up a storm with its use of AI in creating an advertisement.

Coca-Cola’s latest ad, which is part of its annual winter campaign, marks one of the most high-profile uses of AI in a brand’s promotional materials.

Coca-Cola’s decision to use AI in its winter ad campaign is emblematic of a larger trend in the advertising industry, where AI’s role is becoming more pronounced.

For now, Coca-Cola has proven that the future of advertising is already here—whether consumers are ready for it or not.