ITNTW: The Rise of AI – Coca-Cola ad under fire

AI has seamlessly blended it into society, transforming people’s daily lives, from writing to self-driving cars. However, it does create thought if this technological revolution has gone too far.

The latest AI controversy centres around the new Christmas Coca-Cola ad, which was entirely AI-generated. The ad paid homage to the brand’s iconic 1995 commercial, Holidays Are Coming, and was made by three AI studios – Secret Level, Silverside AI and Wild Card. While the global company hoped to spark holiday nostalgia, the public response was less than merry. Critics described the advertisement as ‘soulless’ and ‘devoid of creativity’, sparking a heated debate about the use of AI in the creative space. 

On the other hand, professionals accuse Coca-Cola of taking a shortcut by replacing authenticity with AI technology. Creative professionals pointed out that AI models are often trained using people’s work without proper credit, which raises ethical questions about the growing reliance on AI in artistic endeavours. 

In response to the backlash, Coca-Cola defends their action. A company spokesperson stated, “The Coca-Cola Company has celebrated a long history of capturing the magic of the holidays in content, film, events and retail activations for decades around the globe. We are always exploring new ways to connect with consumers and experiment with different approaches. This year, we crafted films through a collaboration of human storytellers and the power of generative AI. Coca-Cola will always remain dedicated to creating the highest level of work at the intersection of human creativity and technology.”

This isn’t Coca-Cola’s first time using AI. In March 2023, the company collaborated with OpenAI to release Masterpiece, an AI-driven commercial featuring iconic artworks brought to life, and also announced partnerships with artists to create AI-inspired artwork from Coca-Cola’s Creative archives. The company even boasts a global head of generative AI, underlining its commitment to exploring this technology. 

Was the Christmas ad a misstep, or a calculated marketing strategy? Despite the backlash, the advertisement garnered global attention, dominating headlines and sparking conversations. While some argued the connectivity with the audience, others saw it as a preview of advertising’s future – one where AI seamlessly blends with human creativity. 

Meanwhile, AI continues to evolve beyond virtual realms, taking on physical forms like Tesla’s groundbreaking humanoid robots. A-list celebrity Kim Kardashian recently showcased her new $30,000 Tesla Bot, Optimus, on Instagram. The robot that helped with daily tasks like household chores, was jokingly described by Kim Kardashian as a ‘low-maintenance boyfriend’. The A-list celebrity is no stranger to having an extravagant lifestyle and eccentric purchases. The Skims founder’s demonstration of the robot’s capabilities on her socials, left many fans intrigued. 

With both celebrities and consumers embracing AI, it’s clear the future is already here. AI-generated advertisements increasingly realistic to robots capable of doing human tasks, society stands at the crossroads of rapid change and ethical debate. 

So, has AI officially taken over? Perhaps the real question is whether humanity can make a balance between using AI efficiently, while preserving human creativity. As technology evolves, it’s our responsibility to maintain the balance. 

Written by Michelle Yeow – PR & Influencer Coordinator @ InsideOut PR & AsSeenOn