AI-produced Coca-Cola advertisement sparks controversy

Coca-Cola is facing backlash for using artificial intelligence to create a Christmas promotional video that users find lacking in creativity. The video, created by three AI studios, features traditional holiday imagery like red trucks and people smiling, paying homage to a 1995 commercial. Many creatives criticized Coca-Cola for using AI technology instead of human artists, with concerns that AI may replace human workers. Coca-Cola has previously used AI in marketing strategies, collaborating with OpenAI in 2023 for an AI-generated commercial called “Masterpiece.” The company also partners with artists to create artwork using AI technology and has a global head of generative AI. Neeraj Arora from the University of Wisconsin-Madison theorizes that consumers see Christmas as an important part of the company’s brand, making the use of AI disruptive during the holiday season. Despite the backlash, companies like Toys R Us see AI as a valuable addition to their marketing toolkit. Tim DeStefano from Georgetown University McDonough School of Business believes that as AI technology improves, more people will become receptive to it, despite concerns about its impact on the job market. Overall, the use of AI in advertising is seen as a cost-effective way to create commercials, with potential benefits that outweigh consumer skepticism over time.

Photo credit
www.nbcnews.com