Coca-Cola is under fire for a new AI-generated Christmas advertisement that critics have labeled as “soulless” and “lacking creativity.”
The promotional video includes familiar holiday scenes such as Coca-Cola trucks driving through snowy streets and cheerful people bundled up in scarves, sipping Coca-Cola. It was designed as a tribute to the company’s iconic 1995 “Holidays Are Coming” commercial, which featured similar imagery but relied on real actors and physical trucks. According to Forbes, the video was created by three AI studios—Secret Level, Silverside AI, and Wild Card—using four generative AI models. Chris Barber, an AI developer at Silverside AI, clarified on X (formerly Twitter) that the widely circulated version of the ad was not produced by his studio.
The advertisement has sparked criticism from creative professionals, who argue that relying on AI instead of human artists is disrespectful. Alex Hirsch, creator of Disney’s Gravity Falls, took to X to express his disapproval, quipping, “FUN FACT: @CocaCola is ‘red’ because it’s made from the blood of out-of-work artists! #HolidayFactz.” Many artists have voiced concerns about AI technology replacing human creators and pointed out that AI models often use artists’ work without proper acknowledgment or payment.
In response to the backlash, a Coca-Cola spokesperson defended the campaign, stating, “The Coca-Cola Company has a long history of celebrating the magic of the holidays through various creative approaches. This year, we collaborated with human storytellers and generative AI to craft these films. Coca-Cola remains committed to producing high-quality content at the intersection of human creativity and technology.”
This isn’t Coca-Cola’s first foray into AI-generated marketing. In March 2023, the company released an AI-driven ad called “Masterpiece,” which depicted famous artworks coming to life to share a bottle of Coca-Cola. Around the same time, the company announced partnerships with artists to create works using its archives and AI, highlighting its growing investment in generative AI, which even includes a dedicated global head of AI.
Marketing experts believe the current controversy stems from the association of Christmas with Coca-Cola’s brand identity. Neeraj Arora, a marketing professor at the University of Wisconsin-Madison, noted that consumers often link the holidays with themes of community and connection, which may clash with the impersonal nature of AI. “Holidays are a time of family and connection,” Arora said. “Throwing AI into the mix feels out of step with both the season and what Coca-Cola represents.”
Coca-Cola is not alone in facing criticism for AI-generated content. Toys R Us experienced backlash earlier this year for an ad featuring the company’s late founder alongside its mascot, which was also AI-made. Despite the criticism, the company described the campaign as “successful” and intends to continue using AI in future projects.
Tim DeStefano, a professor at Georgetown University’s McDonough School of Business, explained that AI significantly lowers production costs for advertisements. He predicted that as AI technology evolves, consumers may become more accepting of its use. “Historically, new technologies create jobs that didn’t exist before,” DeStefano said. While there’s skepticism now, he believes the benefits will eventually outweigh the drawbacks, leading companies to integrate AI more widely over time.
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