Coca-Cola recently introduced its first-ever AI-generated holiday ad, marking a significant shift in its advertising strategy. The commercial, a 15-second tribute to the iconic “Holidays Are Coming” campaign from 1995, faced widespread criticism. Coca-Cola’s AI-generated Christmas ad sparks backlash as fans criticize the lack of festive warmth and traditional charm. Many viewers expressed disappointment over the absence of Santa Claus, a character long associated with Coca-Cola’s festive branding.
The ads were produced using generative AI technology, developed by studios such as Secret Level, Silverside AI, and Wild Card, leveraging models like Leonardo, Luma, and Runway. Despite the high-tech effort, the outcome left many fans underwhelmed. Critics labeled the ad as “soulless” and “creepy,” noting that while Santa Claus does appear, it’s limited to glimpses of his hands clutching a Coke bottle. Social media users highlighted the lack of emotional connection and artistry traditionally found in Coca-Cola’s Christmas campaigns.
AI Struggles to Capture Human Expressions
One of the primary challenges AI faces is generating realistic human expressions and movements without dipping into the “uncanny valley.” According to Jason Zada, Founder of Secret Level, ensuring the ad’s human characters appeared lifelike was a complex task. The use of a newer AI model, Kling, reportedly helped refine the human motion, yet critics still found the result unsettling.
Coca-Cola’s AI-generated Christmas ad sparks backlash due to the eerie and unnatural visuals that left viewers disappointed. Social media reactions have been harsh, with one user quipping, “Guess I’ll be drinking Pepsi this holiday season.” Others criticized the company for replacing human artists with AI, calling it a cost-cutting move that sacrifices quality. Some commenters noted that the AI-generated content felt rushed, with overly fast cuts and unnatural imagery, failing to capture the nostalgic essence of the original ads.
Challenges of AI in Advertising
The new ad campaign highlights the limitations of current generative AI technology. The fact that Coca-Cola’s AI-generated Christmas ad sparks backlash highlights the challenges of using AI to replicate emotional, human-centered advertising. Viewers pointed out errors such as gliding truck wheels and distorted buildings. These imperfections, combined with fast-paced editing, made the ad feel disjointed. While AI can generate short clips quickly, the process reportedly required numerous attempts and extensive touch-ups to produce usable footage.
Film and television professionals were quick to express their disapproval. Gravity Falls creator Alex Hirsch jokingly remarked that Coca-Cola’s trademark red color could now symbolize the “blood of out-of-work artists.” Critics argued that using AI in ads is less about creativity and more about maximizing profits by cutting creative teams.
Coca-Cola’s Response to Backlash
Despite the criticism, Coca-Cola defended its use of AI, claiming it aligns with the company’s commitment to innovation. A spokesperson emphasized that the campaign reflects their goal of spreading happiness while embracing cutting-edge technology. However, many fans remain unconvinced, suggesting that the “magic” of Coca-Cola’s holiday ads has been lost in translation.
Coca-Cola’s experiment with AI-generated advertising appears to have backfired, as the brand’s attempt to modernize its holiday messaging led to public backlash. While the company may see AI as the future of content creation, this recent effort demonstrates that the technology still has a long way to go in replicating the emotional impact of human creativity.
Coca-Cola’s recent foray into AI-generated advertising has stirred considerable controversy, particularly among loyal fans. The use of generative AI to recreate a beloved holiday tradition marks a bold but risky move by the company. While Coca-Cola aimed to innovate by leveraging cutting-edge technology, the results suggest that AI may not yet be ready to replace the human touch in emotionally driven campaigns.
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