‘Fix it and move on’: Coca-Cola’s Meza on AI in advertising imperfections

That line framed a far broader conversation on leadership, creativity and accountability in the adoption of AI featuring Meza alongside Maira Genovese, founder and chief executive of influencer agency MG Empower.

Moderated by The Drum SVP Steve Antoniewicz, the ‘Harnessing creativity before AI takes over’ session zeroed in on the question many in marketing are quietly wrestling with: how do you win with AI without losing control, trust, or soul?

The myth of perfection

“AI will keep disrupting how we do marketing,” Meza said. “But it won’t change why we do it.” That why, he reminded the audience, is still about human connection, brand meaning, and emotional relevance. “Coke is about oxytocin,” he added, “not about soda.”

Genovese agreed. “We still need to lead with empathy and emotion,” she said. “AI can support us, it can scale our creativity but so far it can’t replace it.”

Both leaders spoke openly about the limitations and the leadership behaviours needed to navigate them. For Meza, it starts with culture: a willingness to experiment without being paralysed by the fear of imperfection. “We’re not waiting two years to write a strategy,” he said. “We’re learning by doing.”

That means accepting that not everything will go right the first time and being transparent about it when it doesn’t. “We were upfront that our Christmas ad was AI-generated,” Meza said. “We invited the debate.”

Strategic use, not blanket adoption

While Coca-Cola is clearly experimenting, Meza said the company is being highly selective in how it applies AI. There are three main use cases and each uses marketing's favourite letter…

• Productivity: from meeting summaries to presentation creation
• Prediction: using AI for analytics and resource allocation
• Production: enabling scaled content generation across markets

Meza warned, “Content creation is not the same as creativity,” and leaders need to draw that line clearly.

Genovese reinforced that caution. At MG Empower, AI is being used to streamline back-end processes and scale content production, particularly for global campaigns. But there’s a clear red line around creative quality. “We’re not automating emotion,” she said. “We’re using AI to support not replace human storytelling.”

Clients want AI, but they want assurance too

One of the biggest leadership challenges right now, both agreed, is managing expectations – internally and externally.

“Clients are asking for AI solutions,” said Genovese. “But it’s our job to make sure we’re not just chasing trends. There has to be proper testing, proper risk assessment. We’re dealing with budgets, brand equity, and long-term strategy.”

Even consumers, she pointed out, aren’t looking for cold automation. “Luxury clients, especially, value craftsmanship, emotion, experience. They want technology but on their terms.”

That nuance is key. AI adoption won’t be one-size-fits-all, and leaders need to tailor their strategies to the emotional context of their categories.

The cost curve is coming – but not yet

While much of the buzz around AI has focused on promises of “faster, better, cheaper,” Meza was blunt: only two of those are in play right now.

“I think we’re already seeing faster and better,” he said. “But not yet cheaper.” That, he argued, will come only when companies stop treating AI as a bolt-on and start redesigning processes from the ground up.

He likened the situation to the electricity revolution. “It took 40 years to unlock full value from electricity, because businesses had to rethink their entire operating systems. AI will be the same.”

Leadership in the grey areas

So what’s the playbook for leaders navigating this imperfect, but fast-moving transition?

“Understand what’s changing, and what’s not,” said Meza. “Don’t waste energy chasing the wrong things. Stay focused on your plan and your purpose.”

Genovese’s advice was simpler still: “We’re here in person at a global conference, we need connection. we need emotion… Human connection is never gonna go out of style.”

In a marketing landscape transformed by generative tools, this leadership insight offers a critical reminder: AI may change the mechanics of delivery, but the most valuable brands will still be built on empathy, imagination and trust.

As Meza put it, “Coke is about oxytocin, not about soda.”

That’s a competitive advantage no algorithm can automate.