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How Coca-Cola's AI Holiday Ad Went From Praise To Rage

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2024-11-20 22:30:07

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System1, which tests emotional responses to ads, found an “overwhelmingly positive” consumer response to the AI-generated campaign, according to svp of partnerships Andrew Tindall. The ad received a perfect 5.9 score from System1 in both the U.S. and U.K.

But soon after, sentiment began to turn, and Coca-Cola this week found itself the latest brand subject to backlash for using AI. Critics claimed that AI sucked the warmth and joy out of a holiday classic, and represented a larger threat to the creative community. One TikTok user went so far as to say that Coke ruined Christmas.

Tindall said that outcry over the ad is a result of “people post-rationalizing an opinion on social media,” but “that’s not how we choose brands. We choose them in split seconds based on memories built by emotions. Your ad’s success relies on how it makes the millions feel during their day-to-day lives.”

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