Why are consumers upset with Coca-Cola’s AI-generated remake of its holiday ad?

Coca-Cola's Christmas ads are always something to look forward to but this year, it's AI-generated reboot of its classic ad, “Holidays Are Coming” caused quite a stir.

The ad stars out with panoramic shots of nature before panning to the iconic shot of Coca-Cola trucks making their way through the snow into neighborhoods. As the trucks move slowly, viewers see animals popping out of trees, homes lighting up for the festivities and more. 

However, the AI-generated ad saw largely negative comments with many saying they found it "distasteful", "scary", "soul-less" and "uninspiring". Some even said it looked "cheap" and that it did not bring forth the feelings that holiday ads should. 

According to media intelligence firm Truescope, public opinions were divided on the ad with 83% showing neutral sentiments focused on Coca-Cola’s use of generative AI in
their Christmas advertisement.

Don't miss: Study: 83% of APAC CEOs says Gen AI is a top business priority

7.9% of sentiments were mixed with netizens raising questions on why Coca-Cola had to use generative AI in remaking one of their most memorable advertisements and 1% revolved around the claims that a lot of the details in the advertisement seemed “off”. There were also some that said that using an energy intensive technology is not efficient.

7.4% were positive sentiments focused on the company’s statement about using AI as an 'efficient' way of saving time and money.

Coca-Cola’s use of generative AI shows that there is still a polarised view among the people, said Truescope. There were some concerns about artists and actors, with some stating
that the use of AI takes away opportunities from them. There were also claims that the use of AI in art makes it feel soulless and
unfeeling.

Some also argued that the use of AI was not a big deal, especially since it allowed the company to achieve their visual goal in the end.

The ad was crafted by Pereira O’Dell’s AI lab, Silverside with the aim to integrate AI as a creative tool rather than the creator.

Although advanced technology was key, Silverside AI’s team of art directors, artists, animators, and musicians worked together to 'bring the caravan back', it said.

Their expertise aimed to preserve the nostalgic charm that’s been captivating audiences for nearly three decades. Originally, a project of this scale would have taken over 12 months, but with the help of AI, its team brought it to life in just two months, it added. 

Rendering 10,000 frames, creating 5,000 video segments, and involving over 40 creatives across North America, South America, Europe, and Asia—including a live choir—this project pushed the limits of AI while highlighting the irreplaceable human touch, it said. 

"Using a blend of proprietary technology and market AI tools, Silverside AI empowered our team to generate top-level ideas and collaborate with Coca-Cola seamlessly, enabling rapid customisation for different regions in real time," added Silverside AI in its statement.

Related articles:
Samsung mocks Apple's 'Crush' ad fumble with new video
Brands in SG are falling behind in AI adoption
OpenAI and TIME partner for multi-year content deal