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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