A recent advert by the Coca-Cola Company generated massive backlash due to its use of artificial intelligence. While Coca-Cola and other brands believe AI will only become more capable of creating advertisements in the future, others see it as a troubling sign for the future of work in the arts. The underlying question, however, is: Are commercials an art form, and can a computer make art?
When Henry Ford popularised the “assembly line” method of production, he transformed people into cogs of a well-oiled machine, repeating gestures and motions day after day. Despite its efficiency, the assembly line was highly alienating. When automation was introduced into the workforce, many of these jobs became obsolete, leading to a fear of technology “replacing” human labour in all fields. This, of course, didn’t happen; instead, the workforce adapted, creating new jobs and raising the education threshold. Today, we are facing a similar shift in labour. With artificial intelligence on the rise, some believe that, as was the case with automation, the workforce will adapt. Others see a more ominous future on the horizon.
Coca-Cola’s uncanny A.I. ad
Coca-Cola has always excelled at marketing itself, being the top-selling drink in most countries. The brand’s marketing is so influential that many credit it for the depiction of Santa Claus we have today. So, when the company decided to release a commercial centred around the holiday season, completely made by generative AI models, the public was up in arms.
youtube.com/watch?v=4RSTupbfGog&ab_channel=Coca-Cola↗
The advert’s content isn’t unusual or controversial—just people drinking Coca-Cola on a snowy night, Christmas trees, and large red Coca-Cola trucks driving through the snow. However, as many have pointed out, the advert lacks any soul or humanity; the images are hollow and stale. The uncanny nature of the advertisement feels particularly distasteful given the message it’s trying to convey. As mentioned before, Coca-Cola is known for its Christmas marketing, and since the holidays are a time for human connection and caring, having AI attempt to capture that feeling is deeply unnerving.
The beginning of the end
Unfortunately, Coca-Cola isn’t the only brand guilty of using AI for its marketing. Companies like Toys “R” Us and magazines like Vogue Italia have also embraced the new technology, replacing actors, directors, animators, and graphic designers in a heartbeat. This shift towards AI is unlike what happened with automation. Although generative AI can be a helpful tool under the right circumstances, when pushed too far, it can also allow big companies to produce content cheaply, cutting out most creative roles.
Image and video AI are especially controversial due to numerous allegations of copyright infringement. Many artists and experts claim that the content these AI models use to generate images and videos is being stolen from real artists.
Despite this grim-looking future, there may still be hope. The reason marketing works is because of its humanity. Commercials and campaigns are meant to appeal to people. Sure, generative AI will get more advanced in the coming years, and the images may even look indistinguishable from reality, but they will always ring hollow. Because, at the end of the day, these machines can only generate an imitation of something else. If you want to reach people, you must show them the real deal.
