The three recently released Christmas advertisements made by artificial intelligence have caused widespread controversy. Although the intention is to pay tribute to the classics, and to explore new creative expression with the help of AI technology, the effect of advertising in the end is unsatisfactory. The distorted screens and weird characters have made the audience disappointment, which has also caused discussions on the application of AI in creative industry. And whether AI will replace human creative work.
Coca -Cola recently released three Christmas advertisements made by artificial intelligence, but the results have caused a lot of ridicule and doubts. Although the concept of advertising may be pretty good, the actual effect is disappointing: those advertisements with distorted screens, weird facial expressions, unnatural movements, and disorders make the audience cry and laugh. Obviously, AI technology does not play its due role in this attempt.
These three advertisements are produced by three AI studios, namely Secret Level, Silverside AI, and Wild Card. They use several generating models, including Leonardo, Luma, Runway, and the new model Kling introduced in the final stage. The most watched advertisement is to pay tribute to the 1995 classic Coca -Cola Christmas advertisement "Holidays" version. The red delivery truck and Santa Claus with Christmas lights appear in the picture. However, the rhythm of this advertisement is dazzling, and the audience does not even have the time to respond, and the plot seems to pass by.
Coca -Cola is synonymous with Christmas atmosphere in the United States. Many people even think that it is the "creator" of Santa Claus red and white clothing. Although this is not completely accurate, it does play a key role in promoting this color matching. Other issues of this advertisement also include the wheels of the truck to slide on the ground but do not rotate. The twisted shape of the Christmas lights and buildings is difficult to understand.
In the face of extensive criticism, Coca -Cola did not admit it, but said that they were still committed to creating the highest level of works at the intersection of human creativity and technology. " A company spokesman told the New York Times: "Coca -Cola Company celebrated the magic of decades of festivals worldwide, including content, movies, activities and retail promotion. Different methods.
Some people criticize these advertisements to try to use AI for cheap creative work, leading to unemployment. A commentator named Meghan Cruz even ridiculed: "This is what artificial intelligence is eventually used to do. It is not a great equal person, but for those who are already very rich. The creative team to increase the bonus tools, the machine spit out is nothing boring. "Similarly, the creator of the animation" Gravity Fall "Alex Hitz also joked that the reason why Coca -Cola is red because it is because It is "made from the blood of unemployed artists."
The incident triggered people's thinking about the application and ethical problems of AI technology in the field of creativity, and also highlighted the irreplaceability of human creativity in the process of technological and artistic integration. How to better combine AI technology with human creativity still needs to be further explored.