Coca-Cola is facing backlash for using artificial intelligence to create a Christmas promotional video that users are calling soulless and devoid of creativity. The video, which pays homage to a 1995 commercial, was created by three AI studios using four different generative AI models. Many creatives argue that it’s distasteful for the company to use AI instead of human artists. This isn’t the first time Coca-Cola has used AI in marketing, and the company plans to continue using AI technology in its creative works.
Critics argue that AI may replace human workers and that many AI models were trained on artists’ work without proper compensation or credit. The backlash may stem from consumers associating Christmas with human connection and community, which AI disrupts. In contrast, Toys R Us faced similar backlash for an AI-made commercial but deemed it successful and plans to use AI technology in the future.
Despite skepticism, research shows that AI technology can significantly reduce costs for creating commercials, and as the technology improves, more people may become receptive to it. Experts believe that new technology often creates new job opportunities, and companies are likely to continue using AI in marketing strategies over time. While some consumers may be hesitant to accept AI-generated advertisements, the benefits may outweigh the concerns.
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