What happened

A 15-second commercial created using Coca-Cola's "Real Magic AI" software that aimed to modernise the company's nostalgic 1995 "Holidays Are Coming" campaign came unstuck.

Featuring AI-generated visuals of Coca-Cola trucks and festive scenes, the ad met with widespread criticism, with viewers variously describing it "creepy," "dystopian," and devoid of genuine creativity, in sharp contrast with the emotional resonance of many of its previous human-created ads.

Real Magic AI is said to comprise four generative AI models from Leonardo, Luma, Runway and Kling, with AI studios Secret Level, Silverside AI and Wild Card creating distinct versions of the 1995 ad.

Why it happened

The backlash stems from a growing consumer sentiment that values authentic interactions with brands, particularly during emotionally charged seasons like Christmas. 

Experts suggest that while AI can enhance efficiency in advertising, it often fails to capture the nuanced storytelling that resonates with audiences. 

Colleen Kirk, a marketing professor, noted that when brands employ AI for emotionally significant content, it can lead to negative perceptions and reduced consumer engagement. 

Additionally, many creatives and viewers expressed concerns about AI potentially replacing human jobs in the artistic field, further fueling the negative response.