Coca-Cola is facing criticism for using artificial intelligence to create a Christmas promotional video, which many users have described as “soulless” and lacking creativity. The video, which pays homage to a 1995 commercial, features AI-generated imagery of Coca-Cola trucks and people holding bottles. Critics argue that using AI in creative works undermines the work of artists and may lead to job displacement in the industry.
This is not the first time Coca-Cola has utilized AI technology in its marketing efforts, having previously collaborated with OpenAI for an AI-generated commercial. Despite the backlash, the company defended its use of AI, stating that it allows for cost-effective creation of commercials and could lead to the emergence of new job opportunities in the field.
The backlash against the AI-made Christmas commercial highlights consumers’ emotional connection to the holiday season and the Coca-Cola brand. Some experts believe that the use of AI in creative works may disrupt traditional holiday themes and meanings. However, others argue that as AI technology continues to advance, more people may become accepting of its use in advertising.
Other companies, such as Toys R Us, have also faced criticism for using AI technology in commercials, but have defended its effectiveness in reducing production costs. Despite the controversy, experts believe that companies will continue to embrace AI technology in advertising as it offers cost savings and potential job opportunities in the industry.
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