There’s something deeply unsettling about watching a multinational corporation celebrate the fact that they used “even fewer people” to create their annual Christmas advertisement. Coca-Cola’s latest AI-generated Christmas ad has dropped, and while the company frames it as pushing boundaries and embracing the future, I can’t shake the feeling that we’re witnessing something darker unfold in real-time.

Let me be clear: the technology itself is genuinely impressive. Compared to last year’s rather uncanny attempt, this year’s ad shows remarkable progress. The quality jump is undeniable, and from a purely technical standpoint, watching AI video generation evolve this rapidly is fascinating. I’ve spent enough time in IT and DevOps to appreciate the engineering achievement behind it. But here’s the thing – just because we can do something doesn’t mean we should, and it certainly doesn’t mean we should be applauding corporations for weaponising it against their own workforce.