Coca-Cola's soft drinks empire is facing intense backlash after releasing a new Christmas ad created entirely by AI.
Serving as a throwback to 1995's “Holidays Are Coming” campaign, the ad was derived from generative AI and featured characters that couldn't cross the uncanny valley and a non-photorealistic setting.
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On YouTube, the ad received over 2.8 million “dislikes” compared to just 308 “likes” as of this writing, with overwhelmingly negative comments.
“Of course, a company that made $46 billion last year also has the gall to rely on AI just to save a fraction of its profits. How tragic,” said one commenter.
“How can we have Coca-Cola!?'' You promised people a real quality Coca-Cola Christmas truck ad. But all I saw was…cheap cheap skates! ” said another.
“Nothing embodies the generous Christmas spirit more than using ruthless AI to cut costs to please shareholders,” added another.
According to futurismwhich is “the company's first fully AI-generated ad” and Javier Meza, Coca-Cola's European chief marketing officer, said the decision to use AI was driven by a desire to save time and money. said that it had occurred.
“We didn't start by saying, 'Okay, let's do this with AI,'” Meza said. said marketing week. “Simply put, we wanted to bring The Holidays Are Coming into the present, and we looked at AI as a solution to that.”
Last June, Disney faced serious backlash after employing AI to create the opening credits for a new Disney+ Marvel series. secret invasiongenerating conversations about the future of artists in the industry. talk to polygon, Ali Selim, the show's executive producer, said he worked with Method Studios to create the AI sequences and ended up collaborating on them multiple times.
“You talk to them about an idea, a theme, a word, and the computer wakes up and does something. And if you can change it a little bit by using words, it changes,” Selim says in the opening intro. He described it as “exploratory and consequential, exciting and different.''
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