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🗿 Coca-Cola Launches AI Ad, What Experts Are Saying

AI-generated ads are rolling out for some of the biggest brands in the world. How are they being used, and what does this mean for the future of advertising? As usual, I have some things to say about it.

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Jared @ Supernova
November 15, 2024

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GM. AI-generated ads are rolling out for some of the biggest brands in the world. How are they being used, and what does this mean for the future of advertising? As usual, I have some things to say about it.

☕ *knuckle cracks* ☕ Let’s get into it.

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Coca-Cola Launches Fully AI-Generated Holiday Spot

Drink giant Coca-Cola released an AI-generated ad for this year’s holiday campaign. And predictably, they’re facing some backlash. Check it out below:

Gut reaction – if you have a Coca-Cola-sized budget, why level the playing field with an AI-generated ad?

The only answer I can come up with right now is earned media. Here I am talking about it. It’s a headline. But the creative is pretty run-of-the-mill, so it’s clear they didn't want to take any risks with the content itself.

Coca-Cola’s CEO Javier Meza had this to say:

Our new AI driven digital experience allows you to have a conversation with Santa, and create personalized snow globes based on a personal holiday memory to share with loved ones – a simple yet powerful way to express your appreciation. We're also reimagining our iconic "Holidays Are Coming" film, blending tradition with innovation to capture the magic of Christmas in new and exciting ways.

Spanish fashion brand Mango did something similar with AI-generated still shots of a fashion model.

The team said it’s a way to generate content “more quickly.”

With existing capabilities, AI doesn’t have the chops to help brands produce anything visually stunning compared to a multi-million dollar live-action production. The tech just isn’t there yet. In the meantime, brands are leveraging AI to produce standard, fill-in-the-gap spots that don’t require heavy creative lifts but achieve basic marketing goals.

If you take anything away from today’s newsletter, it’s this: AI-driven marketing is about personalization, not creativity.

The WSJ released an article today sharing Taco Bell and KFC’s Owner thoughts about AI-driven marketing, noting how it is helping them boost purchases.

I’m not against using AI to produce advertisements; Supernova is leaning heavily into AI-driven production as a member of Luma AI’s Early Creator Program. One of our directors, Jake Oleson, won a Silver Award at Runway AI’s Film Festival last year. Few directors in the world are achieving that as well as Jake, who just released a stunning Apple Vision Pro project for Vimeo.

But we are focused on using AI for the creative process, not for data-driven marketing objectives, and that is where the real challenge lies.

AI-driven marketing is a great tool for personalization. The proof is in the pudding.

Going forward, we should see AI as a way to challenge the status quo of what’s possible for creatives in advertising. For now, no Generative AI campaign can compete with the creative output of “human-led” production methods.

Did you like Coca-Cola’s AI-generated holiday ad?

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