During the Christmas season, Coca-Cola always makes a strong impression with cheerful and warm advertising campaigns. However, this year, the company is facing harsh criticism for using artificial intelligence (AI) to create a series of promotional videos.
Coca-Cola’s 1995 “Holidays Are Coming” advertising campaign caused a fever and marked an important turning point for the brand. However, the latest series of videos created with AI has caused a lot of controversy because it does not achieve the understanding and authenticity as expected.
Coca-Cola has cooperated with 3 AI video production studios to create new advertising videos. However, the response from the community shows that many people are not satisfied with the way the company performs. Some believe that the use of AI loses authenticity and is offensive.
Coca-Cola remains steadfast in its decision to use AI technology in its advertising. They assert that combining human creativity and technology will create high-quality products. This is not new to the company as they were successful with using AI in the “Masterpiece” promotional video last year.
Despite harsh criticism, Coca-Cola is still confident in its choice. Experts believe that the use of AI in advertising will become more popular and accepted in the future. It is important to consider and properly combine human creativity and technology to create remarkable and impressive products.
Again, Coca-Cola always promotes heavily near Christmas. The advertising campaigns of the world’s leading beverage companies always aim at beautiful, “magical” messages of togetherness and warm family.
However, Coca-Cola is being heavily criticized this Christmas season for using AI to produce a series of promotional videos.
Specifically, the new ad posted on Coca-Cola’s YouTube channel recalls one of their most successful media campaigns. Titled “Holidays Are Coming”, the advertisement aired in 1995 made Coca-Cola a strong impression on the majority of American households, bringing Coca-Cola to a new level at a time when there.
Famous Coca-Cola advertisement of 1995 – Video: Coca-Cola.
The newly posted video series uses AI to recreate old ads. It’s still the bright red car with bright lights running through the roads and streets, still the image of people excitedly looking at the convoy passing by, but this time the advertisement is made entirely by artificial intelligence.
Coca-Cola’s new AI advertisement – Video: Coca-Cola.
Coca-Cola’s new AI advertisement is a way to pay tribute to the product of 1995 – Video: Coca-Cola.
Santa comes unexpectedly – Coca-Cola advertisement created by AI – Video: Coca-Cola.
According to information posted by Dani Di Placido in Forbes magazine, Coca-Cola has hired 3 AI video production studios, Secret Level, Silverside AI and Wildcard. It is known that the generative models used are Leonardo, Luma and Runway; Near the end of production, a new model called Kling was applied.
Opinion of the majority
The vast majority of people who see ads are dissatisfied. Most reviews say these scenes pass too quickly, viewers don’t even have time to understand what happens. On top of that, there aren’t many scenes showing people because artificial figures created by AI can give viewers a strange, unrealistic feeling.
Furthermore, some other reviews said that the fact that the wheels did not roll but seemed to slide on the road, or that the disproportionate ratio between the car and the person made the video not at all realistic. Viewers commented that the ad was both offensive because of its lack of reality and also worsened the image of the successful 1995 advertising campaign.
The difference between the number of “Likes” and “Dislikes” on Coca-Cola advertising videos made with AI – Screenshot.
Alex Hirsch, the creator behind the popular Gravity Falls animated series on Disney, joked that “Coca-Cola is red because it’s the blood of artists who lose their jobs!“. Some artists and other creators agree with the anti-AI viewpoint, saying that new technology takes advantage of existing products to synthesize something new, and that is not creativity.
Coca-Cola’s reaction
However, Coca-Cola maintained its stance. In an official statement, a Coca-Cola spokesperson affirmed:
“The Coca-Cola Company has a long history of recreating the magic of the holiday season through content, films, events and point-of-sale activities for decades around the world. We’re always looking for new ways to connect with consumers and testing different approaches. This year, we made films through a combination of talented storytellers and the power of creative AI. Coca-Cola will always be committed to creating the highest quality products at the intersection of human innovation and technology.”
In fact, this is not the first time Coca-Cola has applied AI in advertising. Last year, Coca-Cola cooperated with OpenAI and released a short video titled “Masterpiece”, and received many compliments for both the content conveyed and the techniques used.
Coca-Cola combined with OpenAI to produce an advertisement called Masterpiece – Video: Coca-Cola.
Neeraj Arora, chair of marketing research and education at the University of Wisconsin-Madison, said the reason Coca-Cola faces backlash is because many consumers consider Christmas an integral part of their identity. company’s brand identity, while the emergence of AI will disrupt this relationship.
“The holiday season is a time for connection, a time for community, a time for bonding with family“, expert Arora said. “But adding AI would make it irrelevant, out of keeping with the spirit of the holiday, and to some extent, out of touch with Coca-Cola, and what the brand means to users.“.
Tim DeStefano, a research professor at Georgetown University’s McDonough School of Business, told NBC News that using AI technology means significantly reducing the cost of creating ads. He added that as technology improves, he believes more people will adopt it.
“Most of the time, when we see the deployment of new technologies, we see the emergence of a new breed of jobs that never existed before.“, DeStefano said, addressing concerns about how AI is affecting the labor market.
“Although there is still some skepticism and reluctance from consumers to accept these types of ads, I think the benefits outweigh them, and I believe companies will continue to use them. in the future“.
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