In the upcoming holiday season, Coca-Cola has launched three festive ads, continuing the beloved "Holidays Are Coming" series since 1995. These ads feature sparkling delivery trucks driving through cities, bridges, and forests, carrying a warm holiday atmosphere. However, unlike previous live-action shots, the 2024 version was created using Artificial Intelligence (AI), which quickly sparked widespread discussion and criticism on social media.
AI's Rapid Rise: From Production to Reaction
Three AI studios—Secret Level, Silverside AI, and Wild Card—used multiple AI models to create these ads. While the visuals are highly realistic, some noticeable flaws are evident. For example, the truck's tire movements appear unnatural, proportions are off, and certain buildings don't have a logical shape. Overall speed and rhythm also seem off. Nonetheless, Coca-Cola managed to create an ad that would have taken a year in just two months, showcasing AI's immense potential to enhance production efficiency.
However, the AI-generated ads did not resonate with many viewers. Critics argue that the ads lack real emotion, failing to spark a connection with the audience, and convey a sense of being devoid of human warmth. Although some viewers understand the use of AI as a time- and cost-saving convenience, most still feel that these ads lack the "soul" present in classic advertisements.
Artificial Intelligence and the Dilemma of Energy Consumption
Despite speeding up ad production, AI has raised concerns about resource consumption. AI rendering requires significant computational power, which accelerates production speed but might not be an efficient solution regarding energy usage and sustainability.
Furthermore, although AI excels in image generation, there are still limitations in some details, particularly when dealing with complex text or brand logos. This means that even though Coca-Cola used AI for the ad, the final result still required substantial human post-editing and optimization.
Brand History and Emotional Marketing
Coca-Cola's AI ad has attracted attention also because it touches on the sensitive nerve of brand history and emotional marketing. A brand’s history and nostalgic elements are essential components of marketing strategy. Surveys show that more than half of consumers wish to see more historical elements in advertisements and social media. For brands reliant on emotional resonance and tradition, AI's cold production process struggles to connect with these traditions.
Coca-Cola's ad was supposed to move consumers with warm holiday visuals and human connection, but the use of AI made it seem somewhat mechanical, lacking the warmth between people. Despite the technical innovation being impressive, the delivery of the brand's story and emotional resonance still relies on more human-centric creation.
Conclusion: The Power and Limits of AI
Coca-Cola's AI ad marks a step forward in technological innovation in advertising but also reminds us that while AI can save time and resources, it still cannot replace emotional resonance and human creativity. For brands, balancing technological advancement with emotional expression will be the key to future marketing. AI is undoubtedly an essential tool for future marketing, but whether it can truly replace human emotional expression is a question worth pondering.
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