Overview

• Coca-Cola's new holiday commercial, created using its Real Magic AI platform, reimagines the classic 1995 'Holidays Are Coming' ad with AI-generated visuals, including polar bears and festive trucks.
• The ad has sparked criticism from artists and consumers, who argue that AI lacks the emotional depth of human creativity and accuse the company of prioritizing cost-cutting over artistic quality.
• Coca-Cola tested multiple AI-generated versions of the ad from three creative studios, ultimately selecting a hyperrealistic approach that the company says aligns with the ad’s magical theme.
• Some marketing experts and AI advocates believe the ad demonstrates the potential of generative AI for creative storytelling and microtargeted customization, despite the backlash.
• Coca-Cola has a history of experimenting with AI in marketing, including last year's 'Masterpiece' ad and a five-year partnership with Microsoft to expand its use of generative AI tools.