What Brands Can Learn From Coca Cola’s AI-Generated Holiday Ad:
It’s that time of the year – where the festive spirit is in the air and carols are everywhere! Throughout the holiday season, it’s not unusual for brands to branch out and experiment with various forms of advertising. In fact, it’s a strategic way to differentiate your brand from competitors and have a better chance at winning consumers’ attention. This method is not particularly new to Coca-Cola, a soft-drink company that has undeniably shaped social gatherings, complemented comfort meals, and defined iconic eras. They've also been notoriously noted for their nostalgic, warm, and playful ads throughout the holiday season.
However, the company did not live up to audience’s expectations since November of last year, when they released their annual holiday ad titled, “Holidays Are Coming.” The ad received a prolific amount of backlash, with the primary reason being that the ad was AI-generated. Although there was an uproar of criticism against the soft-drink company, they released yet another AI-generated ad last month. The ad consisted of a set of AI-generated animals admiring the passing-view of well-lit and holiday themed Coca-Cola trucks.
With its initial release, there was a surging uproar of backlash — with criticisms that called out Coca Cola’s persistent loss of authenticity, real moments, human connection, and that "Christmas-feeling." Others argued that the company’s heavy reliance on AI contradicts their overall message, which has always been centered around genuineness. Some pointed out Coca Cola’s ignorance to the current climate we’re living in, with AI having replaced thousands of jobs nationwide, especially within creative industries.
In response, Coca-Cola expressed that there was, in fact, a significant increase in craftsmanship in this year’s advertisement compared to last year’s, with the music from the ad performed and sung by real artists.
Still, many believe that a company as resourceful as Coca-Cola should have hired real artists and workers in creative fields to develop a new and refreshing ad that reestablishes the brand’s core message of authenticity and human connection.
With that being said, other brands can learn from Coca-Cola’s repeated mistake in replacing real artists with AI by:
Understanding What Audiences Mostly Respond To
When analyzing the critiques made towards Coca-Cola’s ads, people were mostly distraught by the company’s inability to incorporate the work from real artists. Authenticity is key. People tend to resonate the most with messaging that is real, personal, and evokes emotion.
Being Selective When Using AI
Overly synthetic visuals? Yea, no thanks! They can feel inauthentic and threaten brand trustworthiness. It’s important to be selective in using AI and prioritizing human touch. AI is a tool that has the potential to amplify human ability, not replace it.
Prioritizing Brand Consistency
Coca-Cola has spent over a century building its brand around the concept of “being the real thing,” which is why it’s problematic for them to rely on AI so heavily. Brands should adapt AI in ways that enhance their brand messaging — which could be done through production elements or idea initiatives.
Ultimately, Coca Cola’s AI-generated holiday ad serves as a reminder of what audiences typically crave throughout the holiday season – a message that is rooted in authenticity, emotional resonance, and the human experience. Coca Cola’s explicit use of AI has contributed to the lack of warmth and familiarity that was once there, creating a disconnect between the very audiences they had hoped to connect with. Moving forward, successful brands will be those that aim to balance between technology and genuine human storytelling.
At BrandNEWS, we make sure brands are authentic to their core message through creative storytelling, transparency, and relatability. If your brand is looking for authentic or original ways to stand out in an ever-expanding digital landscape, reach out here!