Coca-Cola’s attempt to implement new technologies into traditional Christmas ads turned into a disaster. (AI Business)
In late 2024, Coca-Cola ventured into AI-generated advertising, reimagining its classic “Holidays Are Coming” commercial. The initiative aimed to showcase AI’s potential in delivering personalized content at scale. However, the campaign faced backlash, raising questions about authenticity and the role of AI in creative processes.(Aeon)
Expert Insights
Forbes: Forbes reported that Coca-Cola’s AI-generated Christmas ads were perceived as “deeply uncanny,” leading to online backlash. Critics felt that the magic and warmth of the original commercials were lost in the AI renditions. (Forbes, Wikipedia)
Adweek: Adweek highlighted that Coca-Cola collaborated with AI studios like Secret Level, Silverside AI, and The Wild Card to recreate their iconic holiday advertisement using advanced AI video-generation models. While the intention was to modernize and personalize the classic ad, it sparked debates about the balance between innovation and preserving brand heritage. (Aeon)
3 Action Items
- Conduct Audience Testing Before Launch: Before implementing AI-generated content brands should test audience reactions and gather feedback, ensuring the content will be welcomed.
- Blend AI with Human Creativity: Combining AI’s capabilities with human creativity will maintain authenticity and emotional connection.
- Transparent Communication: Clearly credit AI in campaigns to manage consumer expectations.
Coca-Cola’s experience serves as a cautionary tale for brands exploring AI in advertising. Embracing innovation is essential, but not at the expense of the genuine connections that define brand loyalty.
Written by Lusine Sargsyan
