The Artificial Taste of AI
One of the greatest mistakes a brand can make is confusing its audience. Brands forge strong connections with consumers by becoming something they can trust. People like reliability and reassurance. They want to grab the same product and know they’re receiving the same thing every time. It’s one less decision to make, one less stress for them to worry about. People become repeat customers because they get comfortable with that product and know their expectations will always be met. But what happens when you break that consistency? Well, you also break that trust.
When the holiday season rolls around, there are some commercials you can usually expect to see. From a group of Hershey’s Kisses ringing like bells to kids playing with Hess trucks as the company’s jingle plays, they’ve become somewhat of a tradition, and Coca-Cola’s ads are no different. The brand’s iconic red and trademark logo often blends with wintery backdrops and festive colors to encapsulate the spirit of the holidays and warm consumers’ hearts. However, this year’s ad had quite the opposite effect.
The brand released its most recent ad on November 18, and it’s received a significant amount of backlash. It was an attempted remake of the company’s original 1995 “Holidays Are Coming” commercial. This one, however, was made using Real Magic AI. The same imagery of Coca-Cola trucks and decorated houses were visible, but the style was completely different. Everything had the strange, fake look that’s common with artificial intelligence art, especially the reindeer, polar bears, and dog featured in the ad.
Artificial Intelligence has frequently made headlines in the last couple of years, mainly due to its rapid advancements and controversial usage. Some people view it positively as an innovative tool that can be leveraged in many ways. Others worry about factors like legal issues, originality, quality, energy usage, and more. Perhaps Coca-Cola’s head creatives thought using this relatively new technology would be a way to keep up with the times. After the commercial’s release, a spokesperson stated that the brand is “always exploring new ways to connect with fans and experiment with different approaches.”
However, the company chose one of the worst times of the year for a test run. Using it for a commercial during the holiday season only added to the controversy and clash with consumers. The holiday season is known for its warm, fuzzy feeling. It’s all about love and togetherness, people gathering with friends and family, watching heartfelt movies and shows, and listening to festive music. Commercials around this time tend to lean into that wholesome authenticity. Yet, Coca-Cola chose to publish something almost completely devoid of human creation, the complete opposite of the essence of the holidays. Now, that’s not to say the idea of using AI to create commercials won’t be welcomed in the future. But this year, many people are already feeling exhausted, upset, and betrayed, both from current events and everything else going on in the world. The last thing they want is another company releasing a cold, lifeless creation of work that has no human value to it, and the backlash the company has received is proof.
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