Set the scene
Snow falls gently, a large red lorry drives up a winding, pine tree-lined road. Baby polar bears, bunnies (and sloths?) wake up, their eyes widen in awe as they scurry to see the convoy of lorries pass, sparkling like a Christmas tree itself. The words “real magic” fill the screen.
You know what’s being advertised. It’s a staple festive ad that brings in the Christmas season.
But don’t look too closely.
More like generate the scene
Coca-Cola’s Christmas ad is AI-generated for the second year running. Is this an innovative win or more AI slop?
The reviews are mixed.
Critics argue that it’s soulless, creepy and overly synthetic, not to mention inconsistent – the lorries and the number of wheels keep changing with every shot and the animals flip-flop between different design styles.
Is it a cost-cutting move masked as creativity?
Comments say “for one of the biggest companies in the world, this is missing the mark”.
Creative Bloq call it “a slop fest for the ages”.
Many have concerns about a billion-dollar company not using real creatives for the ad.
Speaking to Hollywood Reporter, Pratik Thakar, Coca‑Cola’s Global VP and Head of Generative AI, says: “The genie is out of the bottle, and you’re not going to put it back in.” He argues, “we need to keep moving forward and pushing the envelope.”
Some don’t care that it’s AI, with one YouTube comment stating: “This is stunning. AI or not, it feels like Christmas.”
“Real magic”
At this point, Santa is the most believable thing. You know where you stand with the jolly man in the red suit.
But this begs the question, are we like children being hoodwinked by the concept of Father Christmas? Are we sinking into that elusive feeling of ‘Christmas magic’ that we may not have felt since childhood, where anything’s possible if you just believe?
Do we care if we’re driving through Lapland or the uncanny valley?
Trust
Coca-Cola did put a “made by AI” label on it. Unlike in childhood, finding out that the smiling sloth hanging in a winter pine tree isn’t real, won’t shatter our fundamental belief system. So is that disclaimer enough to keep trust in the brand?
Edelman, who studies trust, describes trust as “the strongest insurance against competitive disruption, the antidote to consumer indifference, and the best path to continued growth.”
So, how will this AI ad affect trust in Coca-Cola and is this a short term gain but a long-term loss?
One YouTube comment calls it “The most profitable commercial in Pepsi’s history.”
Connection
The contrast of the Coca-Cola ad feels stark when compared to the John Lewis ad: no overt product placement, just the heart-swelling feeling of your child running into your arms, at 2 and at 20. That feeling of human connection and what’s really important at Christmas.
Coca-Cola’s ad has a connection between inconsistent AI animals and a lorry with an ever-changing number of wheels.
A LinkedIn comment says: “I feel nothing. Unfortunately, the warmth we used to have with Christmas content is fading away with this fake AI material, and that really makes me sad.”
So, what really matters when it comes to the use of AI and brand connection?
Treading the AI vs authenticity tightrope
“Trust is the ultimate currency” and is a crucial foundation for business success; it’s proof of your work and your worth over time. Trust is built through authenticity and credibility and underpins loyalty, reputation and long-term value for a business.
How businesses can get that balance:
- Transparency is essential. Consumers are increasingly sensitive to what feels real. Disclosing AI use can maintain credibility but even disclosure may reduce perceived authenticity.
- Innovation must not come at the expense of emotional equity. Efficiency gains are appealing, but iconic brands built on humanity and nostalgia risk eroding their emotional trust capital.
- Balance scale with soul. Using AI to scale production is powerful, but over-reliance without human oversight can lead to a loss of the warmth and craft that audiences value.
- Imperfection may be okay. When it comes to social feeds, research shows people prefer less than perfection and some realism, such as rained on hair in a social video. When it comes to AI use, does imperfection reflect the courage to try something new and just to get started? It’s a balancing act to tread that line just right.
In short, while AI presents compelling business advantages, it also carries significant trust risks. Businesses need to be strategic, transparent and deeply aware that innovation should not undermine authenticity.
So are you…
Praising it because it’s AI? Slating it because it’s AI? Or couldn’t care less if it’s AI, it still makes you feel warm and fuzzy?
Read our next blog on: Is your PR strategy is missing comment opportunities?