In response to the backlash, Coca-Cola stated that the campaign was a collaboration between human storytellers and AI, and that they remain dedicated to creating high-quality work at the intersection of human creativity and technology. Three AI studios, Secret Level, Silverside AI, and Wild Card, worked on the campaign using four gen AI models. Despite the controversy, Coca-Cola has a history of incorporating AI into its marketing and recently announced plans to create artwork from its creative archives using AI.
Key takeaways:
- Coca-Cola faced backlash for using AI in its holiday marketing campaign, with critics arguing that it threatens creative jobs and lacks the human touch.
- The controversy has sparked a wider debate about the use of AI in the creative industry, with concerns about job replacement and lack of compensation or credit for artists.
- Despite the criticism, Coca-Cola defended its use of AI, stating that it is always exploring new ways to connect with consumers and that the campaign was a collaboration of human storytellers and generative AI.
- Three AI studios, Secret Level, Silverside AI, and Wild Card, worked on the campaign using four gen AI models: Kling, Leonardo, Luma and Runway. The use of AI allowed for faster edits and the creation of 110 different versions of the spot.