Coca-Cola's AI Holiday Ad: A Marketing Misstep or Just Misunderstood?

Coca-Cola's Controversial AI Holiday Ad

A leading marketing expert, Mara Einstein, has criticized Coca-Cola's new AI-generated holiday advertisement, describing it as cold and ineffective. Featured in a recent Netflix documentary that reveals the marketing tactics of major brands, Einstein claims the ad fails to connect with audiences.

The advertisement, which debuted in November 2024, showcases Coca-Cola trucks driving through snow and viewers holding Coke bottles. It is a remake of the iconic 1995 commercial titled “Holidays are Coming,” which featured real trucks and people. The new version was created by three AI studios, including Secret Level, Silverside AI, and Wild Card, employing four generative AI models.

Einstein argues that the ad appears soulless and fake, lacking the emotional engagement present in the original. She noted that while the remake attempted to include diversity by featuring people of color, these representations were also AI-generated, which undermines the intent.

“In the original spot, people were excited and engaging with their friends. Now, it feels pristine and artificial,” said Einstein.

The Shift to AI in Marketing

Coca-Cola's Chairman, James Quincey, stated in a recent earnings call that AI allows the company to produce digital content faster and cheaper. “We’re producing thousands of pieces of digital content that are contextually relevant and measuring these results in real time,” he explained.

Despite the efficiency, Einstein expressed concern over the cold and unappealing nature of AI-generated content, emphasizing that it might not attract consumers effectively. She also called out influencers for misleading consumers into buying unnecessary products, highlighting Brittany Dawn as a prime example of this trend.

Caution Against Retail Giants

In her interview, Einstein warned consumers about major retailers like Walmart, Amazon, and Target, indicating these companies use manipulative tactics to drive sales. She explained how marketing strategies prey on emotional responses, employing deceptive visuals and creating a false sense of community around brands.