Despite the backlash, Coca-Cola defended its use of AI in creating the video, stating that it is always exploring new ways to connect with consumers. This is not the first time the company has used AI in its marketing strategies. In March 2023, it collaborated with OpenAI to release an AI-generated commercial and announced a partnership with artists to create artwork using Coca-Cola’s creative archives and AI technology. Experts suggest that as AI technology improves, more people will become receptive to it, despite initial skepticism.
Key takeaways:
- Coca-Cola is facing criticism over an AI-generated Christmas promotional video, with many calling it “soulless” and “devoid of any actual creativity.”
- The video was created by three AI studios using four different generative AI models, each creating a different version of the advertisement.
- Many creatives have pushed back against the use of AI in creative works, arguing that it could replace human workers and that many AI models were trained on artists’ work without proper compensation or credit.
- Despite the backlash, Coca-Cola and other companies continue to use AI technology in their marketing strategies, citing cost savings and the potential for new job creation as the technology improves.