Coca-Cola recently launched a Christmas ad generated by artificial intelligence, but it triggered a strong negative response. The advertising footage shows a cherry-red truck driving in the snow, delivering Coke to the town, but it did not resonate with consumers on the holiday, but instead attracted criticism such as "garbage", "ugly" and "lazy". This has triggered extensive discussions on the application and effect of artificial intelligence in advertising creation, and also highlights the importance of how to better grasp consumer emotions and market demand while pursuing technological innovation.
Coca-Cola used its artificial intelligence software Real Magic AI to create the ad, with a disclaimer. Although Coca-Cola claims that it is still artificially involved in the advertisement, aiming to create a "warm" atmosphere and emphasizes that using AI can save costs and time, consumers do not buy it, but instead consider it a "dystopian nightmare." This incident may show that advertisements generated by artificial intelligence still need to be used cautiously at this stage and need to pay more attention to consumer experience and emotional resonance.
Coca-Cola recently launched a Christmas advertisement generated by artificial intelligence, which has been strongly opposed by netizens. In the ad, a team of cherry-red trucks travel along snowy roads, delivering iced Coke to customers in the festively decorated town. While the event showed the face of future commercials, many consumers did not feel the festive atmosphere, criticizing the beverage brand for its ads “junk,” “ugly” and “lazy.”
The ad uses Coca-Cola's artificial intelligence software Real Magic AI, and a small-text disclaimer is attached to the video. While the campaign aims to promote Zero Sugar Coca-Cola, consumers are angry at the use of artificial intelligence.
Jason Zada, founder of Secret Level, one of the three AI studios Coca-Cola collaborated with, believes that there are still human factors in the video to create a "warm" effect. However, many consumers do not feel this warmth, but instead criticize the ad for being a "dystopian nightmare."
Pratik Thakar, vice president and global head of generative artificial intelligence at Coca-Cola, said the company is using next-generation activities to connect its “traditionality” with “future and technology.” He believes using this technology can save money, not to mention time.
However, consumer reactions suggest that AI-generated ads may not be the best option yet.
This incident sounded a wake-up call for brands to use artificial intelligence technology to create advertising, reminding companies to pay attention to consumer feedback and find a balance between technological innovation and emotional communication in order to better achieve marketing goals. Simply pursuing technological leadership and ignoring emotional resonance may ultimately backfire.