“No soul”, “no creativity”: criticisms are raining down on Coca-Cola and its new Christmas advertisements… generated by artificial intelligence.
Coca-cola and Christmas is a long story. The soda has in fact largely popularized the image of the modern Santa Claus, the one dressed in red. On countless occasions, the American company has used holiday imagery to sell its sugar water. There’s nothing wrong with that, but Coca-Cola’s latest advertising salvo doesn’t just make people happy.
Coca-Cola’s poisoned gift
The spots, which feature the famous red trucks and polar bears (a second one is visible here) are in fact generated by AI. And obviously, this goes down badly with artists and creative professionals who see their livelihoods go up in smoke.
Many of them oppose the use of generative AI in films and videos: this technology could replace human workers. Furthermore, it is common knowledge that many AI models have been trained on content and works created by humans, without any compensation or recognition.
These spots were created by three studios, Secret Level, Silverside AI and Wild Card, which used four generative AI models. Each of them generated a different version of the advertisement.
« We are always looking for new ways to interact with consumers and trying different approaches », Explains a spokesperson for the group. “ This year, we created films by combining human creators and the power of generative artificial intelligence. Coca-Cola remains committed to producing high-quality content, blending human creativity and technology ».
The company also launched an initiative called “Create Real Magic” last March in collaboration with OpenAI. Artists who wish can draw visual elements and offer them to the platform which generates advertising images and videos. Coca-Cola even has its own generative AI boss.
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Source :
NBC
