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3 hours ago2 min read

Coca-Cola Sparks Controversy by Using AI in Iconic Christmas Advert

Coca-Cola faces backlash for using AI in its iconic 'Holidays are Coming' Christmas advert. The 2024 ad was entirely AI-generated, replacing human actors with virtual ones. Fans criticise the move, calling the ad 'garbage' and 'ugly'.


Coca-Cola Sparks Controversy by Using AI in Iconic Christmas Advert

Launched in 1995, the ad features the brand's red trucks delivering joy amid a snowy backdrop. Over the years, variations of the ad have delighted audiences, but this year, Coca-Cola took a bold step.


In a significant departure, the 2024 16-second ad was entirely created using AI technology. This means that all 'actors' are virtual, and no scenes were filmed on location. While Coca-Cola touts this as a cost-effective measure, fans are not pleased with the change.


Coca-Cola Sparks Controversy by Using AI in Iconic Christmas Advert

Critics have taken to social media platforms like Twitter to express their disappointment, labelling the AI-generated ad as 'garbage', 'ugly', and 'too niche'. Some have even criticised the multi-billion-dollar company, calling them 'lazy' for this decision.


One Twitter user expressed concern, questioning, "How are we letting this happen?" Another described the ad as 'ugly', while a third warned that the world is in trouble if even the Christmas Coca-Cola advert is AI-generated. The backlash highlights a growing unease with the use of AI in creative industries.


Traditionally, Coca-Cola's 'Holidays are Coming' adverts featured real actors and festive trucks. However, this year's ad marks a shift towards AI-generated content, where every aspect is a product of machine learning algorithms.


Coca-Cola Sparks Controversy by Using AI in Iconic Christmas Advert

The use of AI in advertising and art has stirred controversy, with critics arguing that it may displace human creativity. Despite the backlash, Coca-Cola defended its decision, stating that the collaboration with AI studios aimed to modernise the ad and diversify the cast.


Javier Meza, Coca-Cola's EU chief marketing officer, explained that the company sought to adapt to the current era by incorporating AI technology. The move was not solely driven by AI but was seen as a solution to refresh the iconic 'Holidays are Coming' campaign.


In an official statement, a Coca-Cola spokesperson described the AI-generated ad as an 'exciting venture into AI-generated storytelling'. The company sees this as a step towards innovation while upholding its core values of spreading happiness and creating magic.




While Coca-Cola's holiday adverts have a relatively short history, the brand's association with Santa dates back to the 1920s. Despite myths linking Coca-Cola to the modern image of Santa Claus, the brand did play a role in popularising the jolly, red-suited Santa we know today.


In the early 1930s, Coca-Cola commissioned artists to create images of Santa enjoying the beverage, contributing to the festive icon's modern portrayal.

 

  • Coca-Cola faces backlash for using AI in its iconic 'Holidays are Coming' Christmas advert.

  • The 2024 ad was entirely AI-generated, replacing human actors with virtual ones.

  • Fans criticise the move, calling the ad 'garbage' and 'ugly'.


Source: DAILYMAIL

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