The Coca-Cola Company used artificial intelligence technology to recreate the 1995 classic "Holidays Are Coming" commercial, becoming one of the first large companies to produce television commercials entirely through AI. The editor of Downcodes will give you an in-depth understanding of the technology and challenges behind this bold attempt, as well as the industry insiders’ prospects for the future of AI advertising production. This is not only a technological innovation in the advertising industry, but also an exploration of future content creation models.
The Coca-Cola Company recently announced that it has used artificial intelligence technology to recreate the classic 1995 "Holidays Are Coming" commercial. The bold move makes Coca-Cola one of the first major companies to create TV ads entirely using AI. To achieve this goal, they worked with three AI studios to create different versions of the ads, which will be broadcast on TV, streaming platforms, and digital video globally.
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According to Pratik Thakar, Vice President of Global Generative AI at Coca-Cola, AI models such as Leonardo, Luma and Runway were mainly used in this production. Jason Zada, founder of Secret Level, said that during the production process, they also introduced a new Kling AI model to make the movements of animated characters more vivid. He pointed out that the rapid development of this technology has made the production process more efficient. Although the effects of using AI still need to be improved in some aspects, it has overall saved a lot of time and cost.
Zada mentioned that the Secret Level version of the ad uses the likenesses of real actors with their permission, and the classic music in the ad was re-recorded by live musicians and singers. He said that traditional productions usually cost millions of dollars, but this production has greatly reduced costs, all work can be done at home, and global artists can collaborate across regions.
However, Zada also admitted that during the production process, a certain AI-generated squirrel shot went through hundreds of iterations before it finally achieved the effect. PJ Pereira, CEO of Silverside AI, another partner company, said they created more than 10,000 images and 5,000 video clips for the project, ultimately producing more than 100 different market versions of the ad.
Although the quality of advertisements produced by AI is relatively high given the current level of technology, the response on social media and media comments has been polarized. Some critics said the new ads looked too artificial and lacked the sophistication of traditional productions. Pereira defended the technology, saying the project demonstrated the potential of human involvement and technology in telling stories, and believed there was huge room for revolution in storytelling in the future.
The application of AI technology has brought new possibilities to advertising production, and also triggered thinking about future content creation models. Although challenges still exist, technological advancement and the integration of creativity will continue to drive the continuous development of the advertising industry. The editor of Downcodes believes that AI technology will play an increasingly important role in future advertising production.