Coca-Cola’s recent attempt to evoke feelings of Christmas spirit and nostalgia through its new AI-generated commercials has fallen flat, forcing the company to defend its actions. The soft drink giant collaborated with three artificial intelligence studios to produce these commercials, which pay tribute to its 1995 campaign featuring furry animals and Coca-Cola’s iconic red caravans delivering bottles of soda to snowy towns adorned with Christmas decorations. These modern takes on the classic commercial have received intense public backlash, with critics calling them impersonal and noting the irony of the “Real Magic” tagline at the end of the videos.
Others argued that the company cut corners by using AI instead of human creativity, sacrificing quality for time and money. “The world is so over if the Christmas Coca-Cola advert is made with AI,” commented a user on X, formerly known as Twitter. Instead of acknowledging the backlash and apologizing, as many expected, the brand justified its use of AI.
AI holiday ad sparks controversy
The company stated that it “remains dedicated to creating the highest level of work at the intersection of human creativity and technology.”
“The Coca-Cola Company has celebrated a long history of capturing the magic of the holidays in content, film, events, and retail activations for decades around the globe,” a spokesperson said. “We are always exploring new ways to connect with consumers and experiment with different approaches.”
The AI-generated content has also raised environmental concerns.
Generating 1,000 images using AI creates as much carbon dioxide as driving a gas-powered car 4.1 miles. Additionally, a study found that data centers may require the same amount of electricity needed to power a small nation by 2027. This controversy adds to Coca-Cola’s list of environmental criticisms, as the company has faced accusations of greenwashing through misleading ads, marketing plastic cups during the Paris Olympics as eco-friendly, and earning the distinction of the world’s worst plastic polluter.
While AI has potential in aiding conservation efforts and sustainable agricultural practices, researchers must continue to develop solutions, such as simplified algorithms and energy-efficient cooling systems, to mitigate its environmental impact. Coca-Cola has yet to make further comments on the issue as the public and environmental advocates continue to express their concerns.
