Critics call it “soulless” as the iconic brand opts for artificial creativity over human artistry.
- Coca-Cola’s AI-generated Christmas ad faces backlash for replacing human creativity with artificial intelligence.
- The video, an homage to the classic 1995 “Holidays Are Coming” commercial, was created by multiple AI studios.
- Artists and creatives criticize the use of AI, fearing it diminishes opportunities for human talent and ethical practices.
Coca-Cola’s attempt to reimagine its iconic 1995 “Holidays Are Coming” Christmas commercial with the help of generative AI has ignited a storm of criticism. The new video, created by three AI studios — Secret Level, Silverside AI, and Wild Card — features the hallmark Coca-Cola trucks driving through snowy streets and people joyously holding Coke bottles. Yet, unlike its predecessor, this version relied entirely on artificial intelligence to deliver the nostalgic holiday feel.
Despite its festive intent, the ad has been labeled “soulless” and “devoid of creativity” by critics, including prominent artists and industry professionals. Alex Hirsch, creator of Disney’s Gravity Falls, sarcastically remarked, “FUN FACT: @CocaCola is ‘red’ because it’s made from the blood of out-of-work artists!” His comment reflects the broader sentiment among creatives who argue that AI-generated content exploits existing artistry while sidelining human talent.
Artists Push Back Against AI Creativity
The backlash highlights ongoing tensions between creators and corporations over the use of generative AI in creative industries. Many argue that AI tools are trained on datasets containing human-made art without providing compensation or credit to the original creators. This has led to growing concerns that the widespread adoption of AI in advertising and media could marginalize artists and other creative professionals.
Coca-Cola defended its approach, stating, “We are always exploring new ways to connect with consumers and experiment with different approaches. This year, we crafted films through a collaboration of human storytellers and the power of generative AI.” The company emphasized its commitment to blending technology with human creativity, though critics remain unconvinced.
“Holidays Are Coming“ 1995
Not Coca-Cola’s First AI Venture
This isn’t Coca-Cola’s first foray into generative AI. Earlier in 2023, the company released “Masterpiece,” an AI-generated commercial featuring famous paintings coming to life to pass around a Coke bottle. It also announced plans to collaborate with artists to create AI-enhanced artwork using its archives, underscoring its commitment to integrating artificial intelligence into its creative strategies.
A Divisive Future for AI in Advertising
While Coca-Cola positions itself as a pioneer at the intersection of creativity and technology, its approach has sparked a broader debate about the role of AI in the arts. As companies increasingly adopt AI tools, questions of ethics, originality, and the future of human creativity loom large. For many, Coca-Cola’s holiday campaign represents more than just an advertisement; it’s a symbol of the growing divide between corporate ambition and artistic integrity.