Why Coca-Cola Bet Big on Generative AI, with Pratik Thakar

In this episode of Adspeak by ADWEEK, host Jenny Rooney speaks with Pratik Thakar, Global VP and Head of Generative AI at The Coca-Cola Company, about the brand’s bold, AI-generated holiday campaign unveiled at Brand Week. Thakar explains why Coca-Cola prioritised creative ambition and speed over cost-cutting, and how a human-first approach to AI is reshaping modern marketing. The conversation explores legal and ethical considerations, new agency collaboration models, and how to embed AI expertise across organisations without silos. It’s a clear-eyed look at why AI marks an inflection point CMOs can’t afford to ignore.

What You'll Learn:

How to position AI as a creative superpower, not a replacement tool
The "Human First, AI-Amplified" production framework
Why you cannot treat your biggest business opportunity as a cost-cutting experiment
How to create organizational velocity through distributed AI adoption
The legal and IP infrastructure required to scale AI responsibly
Why iteration speed and re-rendering flexibility are competitive advantages

About the Guest:

Pratik Thakar is Global Vice President and Head of Generative AI at The Coca-Cola Company, where he leads the development of scalable AI platforms that enhance consumer and brand experiences across Coca-Cola’s global portfolio. With more than 25 years of experience in creative marketing, design, media, and communications, he has delivered award-winning work for some of the world’s most iconic brands. A passionate advocate for human-first AI, Pratik is also an industry leader, educator, and advisor focused on sustainability, equality, and responsible technology.

Guest Resources:

Pratik Thakar on LinkedIn
Coca-Cola Website

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