Coca-Cola's AI-Generated Holiday Ad Sparks Debate
Coca-Cola's AI-Generated Holiday Ad Sparks Debate
Coca-Cola has once again leveraged artificial intelligence technology to revamp its iconic holiday advertisement, this time featuring animal characters instead of humans. However, the new ad titled "The Holidays Are Coming" has faced criticism for its disjointed visual style and unnatural animations.
Mixed Reactions to Animal-Centric Approach
Following last year's backlash over "sliding wheels and eerie faces" in its AI-generated ad, Coca-Cola opted for animal characters—polar bears, pandas, and sloths—to avoid the uncanny valley effect often associated with AI-generated humans. Yet, viewers found the animation quality lacking.
The ad alternates between realistic and exaggerated styles, with movements described as "very unnatural." Critics noted it resembled rough 2D animation rather than polished 3D CGI. Compared to advanced tools like OpenAI's Sora or Google's Veo, Coca-Cola's output appeared outdated.
The sole improvement noted was that the iconic Coca-Cola truck’s wheels finally rotated properly, unlike previous versions where they slid unnaturally across snowy landscapes.
Behind the Scenes: Significant Human Involvement
According to The Wall Street Journal, Coca-Cola partnered with AI studios Silverside and Secret Level for this campaign. While the company declined to disclose costs, approximately 100 people worked on the project—a scale comparable to traditional productions.
The team included five AI specialists tasked with prompting and refining over 70,000 AI-generated clips. This highlights that even AI-driven projects require substantial human oversight.
Coca-Cola Defends Efficiency Gains
Despite ongoing controversies—including April’s fictional book scandal involving writer J.G. Ballard—Coca-Cola remains committed to AI. Chief Marketing Officer Manolo Arroyo emphasized the technology’s advantages:
"Previously, we would start shooting ads a year in advance. Now, it can be done in about a month," Arroyo told The Wall Street Journal. He cited lower costs and faster production as key benefits.
The company views past missteps as part of the learning curve toward refining AI-assisted advertising.
Key Points:
- Coca-Cola’s new AI-generated holiday ad features animal characters but faces criticism for "chaotic" visuals.
- The campaign involved 100 personnel and 70,000 AI-generated clips despite being marketed as an automated process.
- Executives argue AI reduces production time from a year to a month while cutting costs.
