Has Coca-Cola’s AI ad destroyed the spirit of Christmas?

Coca-Cola’s new AI-generated Christmas ad has sparked significant online backlash, with critics labeling it “soulless” and lacking genuine creativity. Released recently, the video pays homage to the company’s iconic 1995 “Holidays Are Coming” commercial but substitutes human actors with AI-generated imagery. Crafted by three AI studios—Secret Level, Silverside AI, and Wild Card—the ad has drawn millions of views on social media, Forbes reports.

The controversial promotional video features key holiday imagery, such as Coca-Cola trucks in snowy landscapes and people holding drinks, reminiscent of the nostalgic 1995 campaign. Criticism primarily stems from a perception that AI lacks the human touch essential to holiday advertising. Industry professionals and creatives, including Alex Hirsch, creator of Disney’s “Gravity Falls,” have voiced their discontent on platforms like X, arguing that using AI for such campaigns undermines the work of artists. Hirsch pointedly remarked, “FUN FACT: @CocaCola is ‘red’ because it’s made from the blood of out-of-work artists! #HolidayFactz.”

Reports indicate that the ad was produced using four generative AI models among the collaborating studios. Chris Barber, an AI developer from Silverside AI, noted that the viral version of the advertisement is not attributed to his studio, further complicating the scandal. Many creatives worry that the adoption of AI technology could diminish opportunities for human talent, asserting that these models often learn from uncredited artistic work.

In a statement reflecting its long-standing advertising approach, a Coca-Cola spokesperson said, “The Coca-Cola Company has celebrated a long history of capturing the magic of the holidays in content, film, events and retail activations for decades around the globe. We are always exploring new ways to connect with consumers and experiment with different approaches.” The spokesperson emphasized the company’s goal of merging human storytelling with advanced technology like generative AI.

This ad is not the first instance of Coca-Cola leveraging AI technology. Earlier this year, the company collaborated with OpenAI to produce a different commercial titled “Masterpiece,” which featured artwork and animations of museum pieces that came to life in a whimsical setting. Coca-Cola introduced an initiative inviting digital artists to create work using their archives alongside AI tools, showcasing an ongoing commitment to integrating technology into creative processes.

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Experts have noted the distinction between the general perception of Coca-Cola’s holiday brand and previous AI applications. According to Neeraj Arora, chair of marketing research and education at the University of Wisconsin-Madison, the backlash is more pronounced for this Christmas ad because the holiday season resonates deeply with consumers, making the AI’s presence feel inappropriate. Arora stated, “Your holidays are a time of connection, time of community… But then you throw AI into the mix that is not a fit.”

Similar backlash has arisen for other companies using AI in promotional campaigns. Toys R Us also faced criticism this summer for an AI-generated advertisement featuring its late founder. Despite the controversies surrounding these AI-generated ads, companies have described their initiatives as “successful” and see the technology as a valuable addition for future projects.

Featured image credit: vahid kanani/Unsplash