Coca-Cola's Christmas ad with ‘minimal human input’ sparks major debate

Just days after we celebrated Halloween, the first signs of the festive period are beginning to trickle in - and most importantly, Christmas ads are back on our screens.

As Brits, it's no secret that we absolutely love a good Christmas ad, whether it's a tear-jerker from John Lewis or Aldi's iconic Kevin The Carrot. However, it's a tricky tightrope for brands, as one wrong move can put people off entirely in the same way that a good one can get everyone talking and rushing to watch it.

This year, Coca-Cola have found themselves in hot water after confirming they used artificial intelligence in their advert for the second year in a row.

As we know, AI is a very controversial topic at the moment, with concerns the technology is taking work and jobs away from real people and artists - not to mention the AI actress that sent Hollywood into meltdown earlier this year.

The annual 'Holidays Are Coming' ad in question featured the iconic red Coca-Cola truck and saw penguins, polar bears, hedgehogs, seals, sloths and other adorable animals jump up at the sight of it, as it lit up trees with fairy lights on its way.

While this all sounds very magical, the use of AI has taken away the sparkle for some Christmas fans, who have slammed the company for the controversial decision.

As per MailOnline, Pratik Thakar, Global Vice President & Head of Generative AI at Coca-Cola aid: "AI is a superpower when it comes to execution and production, making what was previously impossible possible."

He added in a press release: "Last year we set a global milestone with the world’s first entirely GenAI-created film on broadcast media - a bold leap that broke new ground. This year’s campaign is another proof point in our journey of emerging technology to rethink how we create and scale content."

The technology expert also said: “Last year we decided to go all in, and it worked out well for us. Consumer engagement was very high. Yes, some parts of the industry were not pleased we were using a 100 percent Generative AI film, but that’s part and parcel of doing something pioneering.

"We understand that concern. But we need to keep moving forward and pushing the envelope. The genie is out of the bottle and you’re not going to put it back in.”

The ad has been met with backlash (YouTube/Coca-Cola)

One Twitter user slammed the ad, writing: "This unarguably looks like s**t, so it’s very funny the only defence anyone can come up with is “well, I mean it’s the future and all that."

A second added: "Good god this looks so horrendous… genuinely what has the world become."

And a third quipped: "Simply knowing this is AI makes everything about it feel less special and meaningful.Part of what makes art cool is knowing somebody had to put effort into it."

"This is disgusting. you’re a multiBILLION dollar company. pay REAL animators. this is disgusting," raged a fourth.

However, others are more open to the idea, writing online: "It doesn’t look bad at all but yeah don’t agree w the AI used either" and "Serious question. What about it looks terrible? Specifically. I get it's AI but it looks decent in all honesty."

Tyla has contacted Coca-Cola for comment.

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