Coca-Cola’s holiday ad, The Holiday Magic is Coming, has faced backlash for relying on artificial intelligence (AI). The 30-second ad pays tribute to the iconic 1995 Holidays Are Coming commercial but replaces human actors with AI-generated polar bears in winter scenes. The ad, created with Coca-Cola’s Real Magic AI platform powered by OpenAI, marks the company’s second AI-driven commercial after last year’s Coca-Cola Masterpiece.
Backlash from Artists and Consumers
Critics quickly took to social media, accusing Coca-Cola of sidelining human creativity for AI. Alex Hirsch, creator of Disney’s Gravity Falls, mocked the company on X (formerly Twitter), saying, “FUN FACT: Coca-Cola is ‘red’ because it’s made from the blood of out-of-work artists! #HolidayFactz.” His post received over 631,000 views.
Negative reactions also flooded Coca-Cola’s YouTube channel, where the ad was posted. Comments ranged from suggestions for rival Pepsi to create a live-action response to harsh criticisms like, “Nothing like celebrating the spirit of Christmas with the most soulless commercial possible.”
Shelly Palmer, a Syracuse University media professor, echoed these sentiments in a blog post. Comparing the ad to The Polar Express on “bad acid,” Palmer argued Coca-Cola prioritized cost savings over creativity. He claimed AI isn’t yet advanced enough for such high-profile campaigns and may not be ready until 2025 or 2026.
Coca-Cola has not yet responded to the controversy.
Supporters Defend AI’s Role in Creativity
While many criticized the ad, some defended Coca-Cola’s use of AI. Chris Barber, an AI developer at Silverside AI, shared an alternate version of the ad on X, revealing that Coca-Cola collaborated with three AI partners. Although Silverside’s version wasn’t chosen, Barber’s post received over 18.4 million views. He argued AI can complement human creativity when paired with emotion and vision, despite ongoing skepticism.
Coca-Cola’s History with AI Advertising
This isn’t Coca-Cola’s first experiment with AI. In 2023, the company launched Coca-Cola Masterpiece, a well-received ad showcasing its Real Magic AI platform. The ad featured a Coca-Cola bottle navigating an art gallery, interacting with works like Van Gogh’s Bedroom in Arles and Vermeer’s Girl with a Pearl Earring. Many praised the creativity of this earlier AI-driven campaign, contrasting it with the Christmas ad.
AI in Advertising: A Divisive Innovation
Coca-Cola isn’t the only brand exploring AI in advertising. Toys ‘R’ Us faced backlash last year for an AI ad featuring inconsistencies in a portrayal of its founder as a child. Similarly, Nike used AI to craft an award-winning tribute to Serena Williams, Never Done Evolving, blending archival footage with simulated games.
As AI gains traction in creative industries, its use in advertisements sparks ongoing debate. The technology’s ability to balance innovation with authenticity remains a contentious issue, dividing audiences and creators alike.
