Controversy Surrounds Coca Cola’s AI Utilization in Christmas Campaign

Whether you love it or hate it, there’s no denying that artificial intelligence (AI) is becoming increasingly prevalent in our daily lives. And now, brands are jumping on the AI bandwagon for a variety of purposes. One such brand is Coca-Cola, but their recent foray into AI technology has sparked some controversy.

Back in 1995, Coca-Cola started a tradition of releasing a small Christmas ad to mark the holiday season. Aptly named “Holidays Are Coming,” this ad has become an iconic part of the brand’s Christmas campaign, with each year featuring a personalized touch. However, this year, Coca-Cola decided to integrate new technologies into the ad, creating an entirely AI-generated commercial.

The 16-second video, entirely created using AI, showcases various Christmas scenes with people, some of which cleverly hint at the presence of AI. The brand’s intention was to use these new technologies to offer a glimpse into the future, but the public’s reception has been somewhat negative. Many users have criticized the video, labeling it as “lazy” and “lifeless.”

Despite the backlash, Javier Meza, Coca-Cola’s European Chief Marketing Officer, defended the decision, stating that it was a way for the brand to stay relevant in today’s world. The reality is that the video, although short, only took a few weeks to create using AI. If they had used real actors and more advanced production techniques, it would have taken much longer. This highlights one of the ways in which AI can assist companies in their day-to-day operations.

It’s important to remember that AI is still a relatively new technology, and its potential is constantly evolving. While Coca-Cola’s AI-generated ad may not have resonated with everyone, it’s a step towards exploring the possibilities that AI can offer in the creative realm. As brands continue to experiment with AI, we can expect to see more innovative and thought-provoking campaigns in the future.

So, what does this mean for the future of advertising? Will AI take over the creative process entirely, or will it simply enhance human creativity? Only time will tell. But one thing’s for sure: AI is here to stay, and it’s up to brands to find the right balance between human touch and technological advancements.