Coca-Cola’s AI-Generated Commercials Face Continued Criticism

Coca-Cola has responded to criticism regarding its AI-generated commercials by releasing even more AI-generated content.

After facing backlash over its 2024 “Holidays Are Coming” advertisement, the company expressed hope that consumers would have a more favorable view this year, citing advancements in AI technology.

As we move toward 2025, Coca-Cola has not only increased the number of commercials but also the volume of criticism surrounding them. The latest ad, created using Real Magic AI, features various anthropomorphic animals, including squirrels and the iconic polar bear. Although there are improvements from last year’s efforts, the ad still showcases typical AI errors, such as a Coca-Cola truck with wheels that don’t spin and unnatural hairlines.

Pratik Thakar, Coca-Cola’s head of generative AI, suggests that critics might be jumping the gun.

“Last year’s craftsmanship drew criticism,” Thakar stated, “but I believe this year’s quality is significantly improved. It’s challenging to please everyone.”

Thakar expressed confidence, saying that as long as most consumers react positively, continuing with this approach makes sense.

To bolster internal morale, Coca-Cola produced a behind-the-scenes video showcasing praise from its team about the ad’s development, featuring insights from the five AI specialists involved who analyzed thousands of clips in a short time frame.

A voiceover in the video remarked on Coca-Cola’s innovative approach to storytelling through AI, proclaiming that they are redefining creative processes in this tech-savvy era. This was complemented by another narrator who compared the ad to a cinematic experience.

However, some viewers did not share the same enthusiasm. Commenters even questioned whether the narrator’s voice was artificially generated.

One viewer pointed out the struggles of crafting prompts for AI, while another criticized the company for seemingly celebrating something that they felt was mediocre. Another commenter even remarked on the irony of an AI voice commending the ad amidst genuine human criticism.

Amidst the uproar regarding Coca-Cola’s reliance on non-human artistry, an additional controversy surrounds the company’s reluctance to use the word “Christmas”—despite featuring Christmas trees, lights, and Santa Claus in their ads. While the commercial showcases all the festive imagery associated with the season, it stops short of actually saying “Merry Christmas.”