AI Complications in Advertising: Coca-Cola's 2024 Holiday Misstep
In December 2024, Coca-Cola unveiled a series of AI-generated holiday advertisements, aiming to blend tradition with cutting-edge technology. However, the campaign faced significant backlash, highlighting the challenges and limitations of relying solely on artificial intelligence for creative endeavors.
According to the New York Post, despite collaborating with leading AI companies, the advertisements were criticized for their inconsistent and incoherent animations. Viewers described the visuals as "creepy," "ugly," and a "dystopian nightmare," noting that the ads lacked the warmth and charm typically associated with Coca-Cola's holiday campaigns.
As a creative in the industry, that focuses on helping businesses with their branding by incorporating more art and animation in it... I can't help but to laugh at this poorly done Coca-Cola campaign. I might be bias, but look at it this way.
They hired three AI studios (Secret Level, Silverside AI and Wild Card) which worked to create these ads, using the generative AI models Leonardo, Luma and Runway, with a new model, Kling, brought in near the end of production. And this was the final result, having had to generate hundreds of variations which mostly only a few where useable. You would notice that each timeframe doesn't run more than a second, which make the ad rushed and inconsistent.
By opting for AI-generated content, Coca-Cola missed the chance to engage professional animators, designers, and voice artists who could have infused the campaign with genuine creativity and storytelling. Traditional methods have historically enabled the brand to connect deeply with audiences, evoking nostalgia and holiday spirit.
The use of AI in creative processes also raises ethical questions, particularly regarding the potential displacement of human artists and the authenticity of the content produced. Critics argue that such approaches can lead to a loss of artistic integrity, ultimately damaging brand reputation.
Which is such an unfortunate reality. It is no secret that corporations and the public have a tendency to undervalue artists and other creators, considering that these creative minds have had astounding cultural, political and social impacts throughout decades of history.
However, for the time being, we can be assured as creatives, that AI is not as great as everyone makes it out to be. And if a business, a brand truly wants to connect with their audience, they would consider getting professional creators that can imagine, dream, create and draw perfect hands.
Have a read about what Forbes commented around the Coca-Cola AI generative ad.
What do we take away from this situation?
Coca-Cola's 2024 holiday campaign serves as a cautionary tale for businesses considering AI-generated content. While technology offers innovative possibilities, it cannot replace the human touch that brings authenticity, consistency, and emotional resonance to brand storytelling. Investing in professional creatives not only ensures higher quality outcomes but also fosters meaningful connections with audiences.
