Coca-Cola has once again turned to generative AI to recreate its iconic holiday commercials, but the results have left many underwhelmed. The company faced criticism last year for AI-generated ads featuring awkward animations, prompting a new AI Christmas campaign that still falls short of visual realism expectations.
The latest ‘Holidays Are Coming’ commercial employs a mix of computer-generated critters instead of human-like characters, presenting inconsistent styles and unnatural movements. While the wheels on the Coke trucks now turn more realistically, overall, the animations lack the sophistication seen in modern deepfake videos.
Collaborating with AI studios like Silverside and Secret Level, Coca-Cola involved around 100 individuals, including five AI specialists who processed over 70,000 AI video clips for the project. This move towards AI-generated content comes amid concerns about its impact on traditional creative roles and future job opportunities in the industry.
As AI tools advance rapidly, replacing manual creative work, tech giants like Google have also entered the AI-generated commercial space. The shift towards AI in advertising raises questions about the balance between automation and human creativity in the industry.
Source: The Verge