Coca-Cola Released An Improved AI-Generated Commercial for Christmas

Coca-Cola has released an improved AI-generated commercial for Christmas, following criticism from creative professionals last year.
The new commercial was developed by San Francisco-based Silverside and features a more diverse range of characters to avoid the “uncanny valley” effect.
Generative AI is being increasingly used in advertising, with 30% of TV commercials, social videos, and online videos this year built or enhanced using these tools (up from 22% in 2023).
The use of generative AI in ads requires significant work from a team of artists to refine and tweak images frame by frame.
Other advertisers have also adopted generative AI for its speed and cost efficiencies, with tech giant Google recently unveiling its first completely AI-generated ad spot.

IBL News | New York

Coca-Cola’s holiday ads have been enhanced with an upgraded dose of AI following last year’s debut of this technology, which drew criticism from creative professionals.

San Francisco-based Silverside developed one of the two commercials for “Holidays Are Coming,” which will run throughout the season.

The Wall Street Journal commented on the quality of the video ads:

“The wheels of the red delivery trucks in Coke’s new commercials look as if they’re all turning, rather than gliding like some did last year. The shiny-faced, spaced-out humans of 2024 have ceded their place to an expanded host of critters, letting Coke dodge the “uncanny valley” where nearly real simulations of people wind up unsettling viewers.”

Other advertisers have also utilized generative AI to achieve speed and cost efficiencies, despite some people’s distaste for the technology and its potential to render jobs in the creative industries.

However, Generative AI ads require considerable work: a team of artists works frame by frame, often pixel by pixel, to refine and tweak images.

According to the trade group Interactive Advertising Bureau, 30% of TV commercials, social videos, and online videos this year are being built or enhanced using generative AI tools, up from 22% in 2023.

Last month, tech giant Google unveiled its first completely AI-generated ad spot.

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Q. Who developed one of the two commercials for Coca-Cola’s holiday ads?

A. Silverside, a San Francisco-based company.

Q. What technology was used to enhance Coca-Cola’s holiday ads this year?

A. AI (Artificial Intelligence).

Q. Why did some creative professionals criticize Coca-Cola’s use of AI in their holiday ads last year?

A. Because it drew criticism from the creative community.

Q. What is the “uncanny valley” that Coca-Cola’s new commercials are trying to avoid?

A. A phenomenon where nearly real simulations of people can be unsettling to viewers.

Q. How many TV commercials, social videos, and online videos this year are being built or enhanced using generative AI tools, according to the Interactive Advertising Bureau?

A. 30%.

Q. What percentage of TV commercials, social videos, and online videos were being built or enhanced using generative AI tools in 2023?

A. 22%.

Q. Which tech giant recently unveiled its first completely AI-generated ad spot?

A. Google.

Q. Why do some people dislike the use of generative AI in advertising?

A. Because it can render jobs in the creative industries.

Q. How much work does a team of artists typically put into refining and tweaking images generated by generative AI tools?

A. A considerable amount, often frame by frame, pixel by pixel.