Coca-Cola’s AI Holiday Ad: A New Tradition or a Creative Misstep?
Coca-Cola’s latest holiday commercial, “Holidays Are Coming,” is a testament to the company’s enduring connection with the festive season. But this year, it’s not just about the classic Santa Claus and polar bears; it’s also about generative AI. For the second year in a row, Coke has partnered with Secret Level, an AI studio, to create a holiday ad that blends traditional Christmas motifs with a menagerie of animated animals, all rendered using AI technology.
However, this collaboration has sparked a debate among AI critics and artists. While some praise the ad’s cuteness and the potential cost savings in animation, others argue that it’s a bastardization of creative expression and a threat to the livelihoods of artists and filmmakers.
The controversy surrounding AI in advertising is not new. Last year’s “Holidays Are Coming” ad, which featured photorealistic AI actors, faced a backlash online. Despite the criticism, Coca-Cola is undeterred and continues to explore the potential of AI in its holiday campaigns.
The company’s Global Vice President & Head of Generative AI, Pratik Thakar, believes that AI technology enhances storytelling and creates content that resonates with customers. He highlights the success of last year’s ad, which performed exceptionally well with customers.
The use of AI in advertising is not limited to Coca-Cola. The NFL released an AI ad earlier this year, and many other brands are likely using AI without disclosing it. AI video models like Google’s Veo 3 and LumaAI’s Ray3 have made it increasingly difficult to distinguish AI-generated content from human-made content.
However, the debate over AI in advertising is far from over. Artists and creative professionals argue that AI relies on stolen intellectual property, wastes energy, and eliminates jobs. They fear that AI is a threat to the very essence of creative expression.
Despite the controversy, Coca-Cola’s AI holiday ad is a clear sign that AI in advertising is here to stay. As AI technology continues to evolve, brands will increasingly explore its potential to create engaging and cost-effective content. The question remains: can AI and creative expression coexist, or is it an inevitable clash of interests?