Coca-Cola is facing online backlash over its artificial intelligence-generated Christmas promotional video, with users criticizing it as having “no soul” and “lack of actual creativity”. There is.
This AI-generated video features everything from a big red Coca-Cola truck driving down a snowy road to smiling people in scarves and knitted hats holding Coca-Cola bottles. . The video paid homage to the company’s 1995 commercial “The Holidays Are Coming,” which featured similar footage, but with human actors and a real truck.
Forbes reported that the video was created by three AI studios (Secret Level, Silverside AI, and Wild Card) using four different generative AI models. Chris Barber, an AI developer at Silverside AI, wrote in a reply to
The video drew criticism from many creators who argued that it was offensive for the company to use AI technology to create videos in place of artists’ work. Alex Hirsch, creator of the Disney series “Gravity Falls,” wrote about an・Because it’s made from Cola’s blood.” Unemployed artist! #holidayfacts. ”
Many artists and creative professionals believe that this technology could be used to replace human workers and that many AI models have been trained on artists’ work without proper compensation or credit. argues against the use of AI in creative works.
“The Coca-Cola Company has a long history of capturing the magic of the holidays with content, movies, events, retail activations and more around the world for decades,” a Coca-Cola spokesperson said in a statement. We’re always looking for new ways to celebrate.” This year, we created a film through a collaboration between human storytellers and the power of generative AI to connect with consumers and experiment with different approaches. Coca-Cola will always be dedicated to producing the highest level of work at the intersection of human creativity and creativity. technology. “
This is not the first time Coca-Cola has used AI technology in its marketing strategies and programs. In March 2023, Coca-Cola collaborated with OpenAI to release one of the first AI-generated commercials called “Masterpiece.” The commercial featured art museum paintings and sculptures coming to life and rotating around a Coca-Cola bottle.
In a news release that same month, the company also announced that it would partner with artists to create artwork using Coca-Cola’s creative archive and AI technology. The company also has its own global head of generative AI.
Neeraj Arora, dean of marketing research and education at the University of Wisconsin-Madison, said the reason the company faced backlash with this particular ad and not last year’s “Masterpiece” is because many consumers view Christmas as an essential. He said it may be because he is aware of it. Part of the company’s brand, AI technology plays a disruptive role.
“Vacations are a time of connection, a time of community, a time to connect with family, and that’s an important part of the holidays,” Arora said. “But when you throw AI into that mix, it also doesn’t fit with the timing of the holiday season and, to some extent, Coke, which is what the brand means to people.”
Toys R Us faced similar backlash online over the summer for an AI-generated commercial depicting its late founder and the brand’s mascot in a bike store. Despite the controversy, the company said it was a “success” and the technology would be added to its future “toolkit.”
Tim DeStefano, a research professor at Georgetown University’s McDonough School of Business, told NBC News that the use of AI technology means a significant drop in the price of commercial production. He added that he believes as technology advances, more people will embrace it.
“Most of the time, when you look at the introduction of new technology, it creates a ton of new jobs that didn’t exist before,” DeStefano said, adding that the focus on how AI will impact the job market. mentioned. “While there is some skepticism, acceptance, and reluctance about consumer acceptance of this type of advertising, I think the benefits outweigh it. Companies will continue to use this advertising.” I believe that I am deaf.”
