Coca-Cola’s use of artificial intelligence on its Christmas campaign leaves a bad taste
trucks is trundling through commercial breaks on a mission to deliver Coke to people living in remote, snowy, Coke-deprived places. This year, there’s a difference. The happy Coke recipients aren’t really people. They’re AI-generated, as is the whole advertisement. It’s an AI “reimagination” of its original 1990s Christmas campaign spewed out by a machine for no good reason.
The only conclusion to be drawn here is that the present sucks. Correctly derided as “slop”, the AI Coca-Cola ads — there are three versions in total — look cheap and feel unsettlingly artificial. They are the opposite of the real thing. ‘I laughed when a friend recommended I buy a single bitcoin when the price was €300. It would now be worth €55,000’The Scrooge-like decision to bypass human creatives in favour of AI, hailing as it does from a big advertiser that isn’t shy of money, is a dismaying indication of the AI-enabled shortcuts that will be taken across the industry in future and is, indeed, already being taken. Coca-Cola won’t be the only one going down this fake road.
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