Coca-Cola is facing a wave of criticism after unveiling its 2024 holiday advertisements, created with generative artificial intelligence (A.I.). Known for its heartwarming and nostalgic commercials, Coca-Cola's new ads, which pay homage to its iconic 1995 “Holidays Are Coming” campaign, have left some viewers unsettled due to the uncanny valley effect.
The commercials feature classic holiday imagery—cherry-red Coca-Cola trucks, snowy towns, and festive animals watching the passing caravans—but the use of A.I. to create lifelike, yet surreal characters has drawn sharp backlash. The taglines "‘Tis the season" and "It’s always the real thing" contrast with the disclaimer: "Created by Real Magic AI," which many found jarring.
Online critics quickly voiced their discontent, with users like Dylan Pearce on TikTok stating, “Coca-Cola just ruined Christmas,” while animator Alex Hirsch highlighted the ethical implications of using A.I. instead of real artists. Some creative professionals also lamented the “blood of out-of-work artists,” citing the industry's shift toward artificial tools instead of human labor.
Despite the backlash, Coca-Cola remains committed to the project, asserting that the ads represent a fusion of human creativity and generative A.I. technology. The company’s vice president, Pratik Thakar, defended the initiative, emphasizing the speed and cost-efficiency of using A.I. to produce high-quality, fantastical imagery. Coca-Cola partnered with A.I. studios Secret Level, Silverside AI, and the Wild Card to bring the campaign to life.
This is not Coca-Cola's first foray into A.I.-driven marketing. The company previously launched a limited edition product, Coca-Cola Y3000, co-created with A.I., signaling the brand’s increasing interest in merging technology with traditional branding.
The controversy around Coca-Cola’s 2024 holiday ads reflects a broader debate about the role of artificial intelligence in creative industries. As generative A.I. continues to reshape the advertising landscape, Coca-Cola’s decision may signal a new trend in corporate marketing—one that values technological innovation over traditional artistry.
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