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AI Replaces Tradition in Iconic Holiday Campaign

Coca-Cola has launched its annual holiday ad, “The Holiday Magic is Coming,” with a new twist. This year, Coca-Cola used artificial intelligence to create the commercial, sparking significant public backlash. The 30-second ad pays tribute to the brand’s 1995 “Holidays Are Coming” campaign but replaces human actors with AI-generated polar bears snuggling in an igloo. The ad was developed using Coca-Cola’s Real Magic AI platform, which utilizes OpenAI technology. This platform allows artists to access Coca-Cola’s extensive asset archive for content creation.

This marks Coca-Cola’s second time using AI in an advertisement. In 2023, the company released “Coca-Cola Masterpiece,” featuring a Coca-Cola bottle soaring through classic works of art. While that ad was widely praised, the new holiday campaign has received a far more critical reception.

Criticism from Artists and Viewers

The use of AI in this holiday ad has drawn sharp criticism from artists and viewers alike. Critics argue that the ad lacks the human warmth and emotional resonance of traditional animation. Alex Hirsch, creator of “Gravity Falls,” voiced his frustration on X (formerly Twitter), stating, “FUN FACT: Coca-Cola is ‘red’ because it’s made from the blood of out-of-work artists! #HolidayFactz.” The post quickly went viral, amassing hundreds of thousands of views.

On Coca-Cola’s YouTube channel, viewers have also voiced discontent. Many commenters criticized the ad’s “soulless” quality, with one user suggesting, “Pepsi, now is your chance to make a live-action ad bashing Coke for using AI.” Another viewer remarked, “Nothing like celebrating the spirit of Christmas with the most soulless commercial possible.”

Media expert Shelly Palmer echoed these concerns. He compared the ad’s visual style to “The Polar Express on bad acid.” Palmer criticized Coca-Cola’s use of AI as a cost-cutting tactic rather than a bold creative choice. While acknowledging that AI technology may improve, Palmer argued that it currently falls short of capturing the emotional depth of human-driven animation.

As of now, Coca-Cola has not issued a public response to the backlash.

Support for AI in Creativity

Despite the criticism, some voices have supported Coca-Cola’s use of AI in advertising. Chris Barber, an AI developer at Silverside AI, shared an alternate version of the ad on X. He revealed that Coca-Cola had partnered with three AI companies to create the commercial, though Silverside AI’s version was not chosen. Barber’s post attracted over 18 million views and sparked a mix of responses. While many users criticized AI’s role in advertising, Barber defended it as a useful creative tool. He argued that AI, when combined with human vision and emotional insight, could enhance artistic expression.

Coca-Cola’s Continued AI Exploration

Coca-Cola’s new holiday ad isn’t its first foray into AI-generated content. The company’s 2023 “Coca-Cola Masterpiece” ad showcased a virtual Coca-Cola bottle flying through iconic artworks, such as Van Gogh’s “Bedroom in Arles” and Vermeer’s “Girl with a Pearl Earring.” The ad was praised for its artistic creativity and technical innovation.

AI in Advertising: A Growing Trend

Coca-Cola’s exploration of AI reflects a broader trend in the advertising world. Toys ‘R’ Us, for instance, launched an AI-generated ad featuring its founder, Charles Lazarus, as a child. However, that ad faced criticism for inconsistencies in Lazarus’ portrayal. By contrast, Nike’s 2022 “Never Done Evolving” campaign, which used AI to simulate a tennis match between Serena Williams’ younger and older selves, was widely praised and won several awards at the Cannes Lions International Festival of Creativity.

As AI technology advances, its role in advertising and the creative industry will likely remain a controversial topic. The ongoing debate highlights broader concerns about authenticity, emotional depth, and the future role of human artists in creative production.