Controversy sparked over Coca-Cola’s AI-generated advertisement

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Coca-Cola is facing backlash online for using artificial intelligence to create a Christmas promotional video that many users find “soulless” and lacking in creativity. The video, created by three AI studios, features iconic imagery similar to the company’s 1995 commercial “Holidays Are Coming,” but with AI-generated graphics instead of human actors and real trucks. Many artists and creatives argue that the use of AI in creative works could replace human workers and exploit artists whose work was used to train AI models without proper compensation or credit. However, this isn’t the first time Coca-Cola has used AI in its marketing strategies, as the company collaborated with OpenAI in March to release an AI-generated commercial called “Masterpiece.” Despite the backlash, Coca-Cola believes that AI technology will be a valuable addition to its marketing toolkit in the future. Some experts, like Neeraj Arora and Tim DeStefano, believe that as AI technology improves, more consumers will become receptive to AI-generated content, despite initial skepticism about its impact on the job market. Additionally, Toys R Us faced a similar backlash for an AI-made commercial featuring their late founder, but they consider the technology successful and plan to continue using it in their future campaigns. Ultimately, the debate over AI in creative works continues, with some embracing the benefits of cost-effective content creation, while others raise concerns about the implications for human creativity and employment.

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