Coca-Cola’s recent AI-generated holiday ad has sparked controversy, drawing criticism for its “cold” and “soulless” feel. Marketing expert Mara Einstein, featured in a Netflix documentary, slammed the ad for its lack of authenticity. The 2024 ad, a remake of the classic 1995 “Holidays are Coming” spot, used AI to recreate the familiar red trucks and festive scenes, but the result was met with backlash.
Einstein argues that while the original ad captured real human excitement and connection, the AI version failed to replicate those emotions, feeling overly artificial. She also pointed out that the inclusion of AI-generated people of color to improve diversity missed the mark, claiming it “defeats the point” of genuine representation.
Coca-Cola defended its use of AI, noting the speed and cost-efficiency it brings to content creation. However, Einstein believes that while AI may speed up production, it risks losing the emotional appeal that makes advertising successful. As brands explore AI-driven campaigns, the question remains: can technology truly replace the human touch?