The holiday season has long been synonymous with Coca-Cola’s heartwarming commercials, featuring nostalgic imagery of red trucks, snow-covered landscapes, and Santa Claus. This year, however, the beverage giant’s decision to create holiday ads using generative artificial intelligence (AI) has drawn sharp criticism, with many accusing the company of sacrificing the magic of its iconic campaigns.
The three commercials, inspired by the brand’s beloved 1995 “Holidays Are Coming” campaign, depict cherry-red Coca-Cola trucks traversing snowy towns at night, while animals and locals look on in awe. Santa Claus even makes an appearance, handing out an ice-cold Coca-Cola. Despite their seemingly familiar themes, these ads were created using AI studios Secret Level, Silverside AI, and Wild Card, and were released with the tagline, “Created by Real Magic AI.”
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Consumer Backlash Over AI-Driven Ads
The response to Coca-Cola’s AI-powered commercials has been divisive. While some acknowledge the creativity and innovation behind the ads, others feel they stray too far into the uncanny valley, lacking the human warmth that made Coca-Cola’s holiday campaigns iconic.
On TikTok, creator Dylan Pearce lamented, “Coca-Cola just put out an ad and ruined Christmas.” Meanwhile, X (formerly Twitter) user De’Vion Hinton called the shift “heartbreaking,” emphasizing that Coca-Cola has long been the “gold standard in branding and advertising.”
Animator Alex Hirsch, best known for creating Disney’s Gravity Falls, was equally vocal, describing the use of AI as a betrayal to creatives. “The brand’s signature red now represents the blood of out-of-work artists,” he wrote.
Coca-Cola Defends Its Decision
Despite the backlash, Coca-Cola has defended its AI-driven approach. A company spokesperson highlighted its commitment to blending human creativity with technological innovation to craft compelling stories.
Pratik Thakar, Coca-Cola’s Global Head of Generative AI, explained the rationale in an interview with Ad Age. According to Thakar, AI offers budgetary and creative advantages, enabling the production of “fantastical, hyper-realistic stories” that might be challenging with traditional methods.
“We keep our roots in our heritage and what Coke is all about as a brand, but then connect the dots with the future and technology,” he said.
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A Trend Among Legacy Brands
Coca-Cola isn’t the only legacy brand venturing into AI-generated advertising. Earlier this year, Toys “R” Us faced similar backlash for its AI-powered commercial featuring its mascot Geoffrey the Giraffe. However, Coca-Cola’s prominence in the advertising world has made its pivot to AI particularly polarizing.
In 2023, the company also experimented with AI by launching Coca-Cola Y3000, a futuristic drink “co-created with AI.” While the product received mixed reviews, it demonstrated Coca-Cola’s eagerness to integrate emerging technologies into its branding efforts.
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The Debate: Creativity vs. Technology
The backlash highlights a broader debate about the role of AI in creative industries. Proponents argue that generative AI can unlock new possibilities and streamline production, while critics worry it risks devaluing human artistry.
Thakar addressed this balance, noting that Coca-Cola aims to merge the best of both worlds. “If I want to go hyper-realistic and fantastical, AI is a much better tool,” he explained. However, achieving authenticity remains a challenge.
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Looking Ahead
Coca-Cola’s experiment with AI-driven advertising signals a shift in the creative landscape, where technology and tradition intersect. While the company remains committed to innovation, the mixed reception of its holiday ads underscores the importance of maintaining authenticity in the age of AI.
For more insights on the evolving role of technology in branding, read The New York Times’ analysis of Coca-Cola’s AI journey here.
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