52. Have a Holly, Jolly, AI Christmas.

So let’s get caught up on AI in the Ad World, shall we?

In TikTok’s search to attract more SMBs, it’s turning to automation. On Thursday (Nov. 14), TikTok officially launched its Symphony Creative Studio globally. – Digiday

Strike the balance between relevance and digital precision. – Adweek

Catch up on select AI news and developments from the past week or so (in no particular order) – MarketingProfs

Doing remakes of past successes involves palpable risks in any industry. Re-doing live action creative with AI is risky as it facilitates a scene-for-scene comparison between the two approaches despite the fact that the new spots are interpretations versus clones of the original.

The software used were among the most fully-baked tools out there. And every month or so we experience one or two new notable software entries into the pool coupled with notable improvements with many of the most notable players.

It’s not there yet and we’ve got a ways to go. There are details that don’t work. Instead of calling those out, I would note that there are a ton of detail here that does work and took countless hours to achieve. In my experience you are forced at times to bend AI software to your will. You take what you get, adjust the creative and expectations, and continue on. And you render until you get there. You adjust the prompts with every adjective and keyword you can imaging.

This project allows for this. A frame-by-frame AI clone of the original might prove disastrous because you lack the precision you have with live action and 3D software. AI gives you an interpretation of what you’re after – even when using reference imagery.

We have much to look forward to.

This is an interesting proposition. Have three AI-focused studios take a cut at redoing a Coca-Cola Christmas holiday classic. For background on this topic, I referenced three articles and the reviews ran the gamut.

Original live—action version 1995 – Source: The Coca-Cola Company

What a great opportunity to have thrust upon you. Unfortunately, the motion video tools just still aren’t quite there for reimagining a holiday classic for Coke. Jason Zada of Secret Level stated they rendered a squirrel a couple of hundred times. It’s an AI requirement. The best part of AI is also the worst part; each render is a surprise.

Precision is at times impossible. I once animated a photo of my wife and a pet rabbit. The rabbit surprisingly chewed off my wife’s head. I was so creeped out I deleted the file immediately. Like watching a horror show.

Coca-Cola, a brand renowned for its iconic Christmas advertising, has ventured into new territory by employing AI to recreate its beloved “Holidays Are Coming” campaign. This decision has sparked a wave of controversy, with some praising the company’s embrace of cutting-edge technology while others decry the outcome as a disturbing departure from the warmth and charm of the original.

This edition examines some of the details of Coca-Cola’s AI-generated commercial, explores the reactions it has elicited, and considers the broader implications of using AI in advertising.

Secret Level – Source: The Coca-Cola Company

Coca-Cola’s “Holidays Are Coming” campaign, first launched in 1995, has become a cherished part of the holiday season for many. The original commercial, featuring a convoy of brightly lit Coca-Cola trucks making their way through snowy landscapes, evokes a sense of joy, anticipation, and togetherness. In an attempt to modernize this classic, Coca-Cola partnered with three AI studios – Secret Level, Silverside AI, and Wild Card – to produce three AI-generated versions of the commercial.

The AI-generated commercials retain some elements of the original, such as the iconic trucks and the familiar “Holidays Are Coming” soundtrack. However, the execution is distinctly different. The visuals, created using AI models like Leonardo, Luma, and Runway, exhibit a hyperrealistic quality that some find unsettling. One of the commercials features AI-generated people, based on the likenesses of real actors who granted permission for their images to be used.

Jason Zada, founder of Secret Level, describes the process as “borrowing from the original, in terms of tonality and musically, but able to re-imagine it for a whole new generation.” He emphasizes that human creativity remains integral to the process, stating, “I think a lot of people feel like you just press a button, and you get something like that [Coca-Cola commercial] out. And I think that it’s so much of the human side of it that makes that warmth that you see in that spot.”

Silverside – Source: The Coca-Cola Company

Despite Coca-Cola’s intentions, the public response to the AI-generated commercials has been more-or-less negative. Many viewers have expressed their disappointment and distaste on social media platforms. Comments range from “Absolutely hideous” to “creepy dystopian nightmare” to “garbage,” “ugly,” and “lazy.” Some perceive the AI-generated visuals as lacking the emotional depth and authenticity of the original. One Twitter user lamented, “Why would you replace such a memorable ad with AI slop???” Another questioned, “Just saw an AI-generated Coca-Cola commercial on TV… genuinely how are we letting this happen? I feel like I’m watching the death of art and our planet unfold in front of my eyes and no one IRL seems to care.”

Joe Foley, editor at the design and art site Creative Bloq, shared this sentiment, writing, “I’m shocked that Coca-Cola remade its iconic Christmas ad with AI. No matter how massively AI video has improved in recent months, it still looks weird (and cheap).”

This backlash raises questions about the role of AI in creative fields and the potential for consumer resistance to AI-generated content. This implies both the software and audience are not ready. When the software gets there I believe you’ll see audience movement toward the middle of the Yes/No opinion meter.

Wild Card – Source: The Coca-Cola Company

Coca-Cola defends its use of AI, citing efficiency and creative possibilities as key drivers. Pratik Thakar, Coca-Cola’s VP and global head of generative AI, explains, “More than cost, it’s the speed. Speed is I would say five times, right? And that is a huge benefit. The production time would have taken, traditionally, much longer. So that is a huge benefit. And then you can do more, more variety, and more customized and more personalized. And that’s the way to go, with resources, rather than doing less and spending less.”

However, critics argue that efficiency should not come at the expense of artistic integrity and emotional resonance. They fear that the pursuit of cost savings and speed will lead to a decline in the quality and creativity of advertising. I say it’s a tough lesson that brands and agencies will learn when their “newly efficient” (cheaper) work begins to cause business problems versus solving them.

Coca-Cola’s foray into AI-generated advertising is a significant development that reflects the growing influence of AI in the creative industries. As AI technology continues to advance, its capabilities will likely expand, potentially leading to increased automation in various aspects of advertising, from content creation to media buying.

This raises several relevant considerations:

• The Future of Creative Jobs: As AI becomes more sophisticated, it could potentially automate tasks currently performed by human creatives, such as copywriting, graphic design, and video editing. This raises concerns about job displacement and the need for creatives to adapt their skills to remain competitive.

• The Value of Human Creativity: While AI can mimic human creativity to a certain extent, it remains to be seen whether it can truly replicate the nuanced emotional intelligence and artistic vision that humans bring to creative endeavors.

• The Ethics of AI in Advertising: As AI takes on a more prominent role in advertising, it’s crucial to consider the ethical implications, particularly concerning issues of bias, transparency, and authenticity. Consumers may be wary of advertising that feels overly manufactured or lacks a human touch.

• The Need for Regulation: The rapid advancements in AI technology necessitate thoughtful regulation to ensure that AI is used responsibly and ethically in advertising and other industries.

As AI technology continues to evolve, brands, agencies, and policymakers should consider the implications and work together to ensure that AI is used in a way that benefits both businesses and society as a whole. The future of advertising, like the future of work itself, will likely be shaped by a complex interplay between human ingenuity and artificial intelligence.

The amount of detail in all of these spots is amazing. You’re taking software with a mind of its own and bending it to your will. Respect.

When he first heard Coca-Cola remade its ‘Holidays are Coming’ campaign using AI, System1’s Andrew Tindall felt worried. After testing showed real people loved it, he learned its success was in long-term brand-building, not tech. – 11/15/24 The Drum

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Thanks for the read!

-pb