Coca-Cola faces backlash over AI-generated Christmas ad

Coca-Cola has come under fire for its latest Christmas advertisement, created using artificial intelligence, with critics labelling it as “soulless” and lacking creativity. The video, inspired by the brand’s iconic 1995 “Holidays Are Coming” commercial, features hallmark festive imagery: snow-covered streets, Coca-Cola trucks, and smiling individuals holding bottles of the soft drink. Unlike its predecessor, the updated ad replaces human actors with AI-generated visuals.
The campaign, which was developed by three AI studios—Secret Level, Silverside AI, and Wild Card—has sparked controversy among creatives and consumers alike. Alex Hirsch, creator of the Disney series Gravity Falls, condemned the move, stating on X (formerly Twitter), “FUN FACT: @CocaCola is ‘red’ because it’s made from the blood of out-of-work artists! #HolidayFactz.” This sentiment echoes broader concerns within the creative community about AI’s potential to replace human jobs.
A Coca-Cola spokesperson defended the campaign, stating that the company has a long tradition of producing holiday content and that this year’s experiment combined “human storytellers and the power of generative AI.” The spokesperson added that Coca-Cola remains committed to innovation at the intersection of technology and creativity.
Coca-Cola’s use of AI is not unprecedented. Earlier in 2023, the company launched “Masterpiece,” another AI-powered campaign featuring animated classical artwork. Unlike the Christmas ad, “Masterpiece” received minimal pushback, highlighting the different expectations tied to seasonal traditions.
Earlier this year, Coca-Cola also faced major backlash in Bangladesh for an advertisement that sparked controversy around the Israel-Palestine war.