Coca-Cola’s AI-powered José Mourinho campaign could signal a shift in celebrity partnerships

Instead of featuring José Mourinho, the incoming manager of the Real Madrid soccer team, the series will be hosted by Mourinho’s AI clone.

Why It Matters

Instead of featuring José Mourinho, the incoming manager of the Real Madrid soccer team, the series will be hosted by Mourinho’s AI clone.

The Agency Angle

Agencies should monitor how this trend develops and consider implications for client strategy, talent allocation, and service offerings. The speed of change in digital marketing requires constant vigilance and rapid adaptation.

Published June 5, 2026 • specwork.co

Source: Digiday