Coca-Cola is facing backlash for its AI-generated Christmas ad, which critics have called “soulless” and lacking creativity. The video, inspired by the brand’s iconic 1995 “Holidays Are Coming” commercial, was created by three AI studios using generative AI models. Critics argue it bypassed traditional artists and missed the emotional depth of human-made content.

The ad features classic holiday imagery like Coca-Cola trucks and cheerful festive scenes but has sparked debate over AI’s role in creative industries. Disney’s Alex Hirsch commented that the ad symbolizes how Coca-Cola benefits from the “blood of out-of-work artists.” Concerns have been raised about AI replacing human jobs and using uncredited artist input in training models.

Coca-Cola defended the ad, emphasizing its commitment to blending human creativity with generative AI. The company previously used AI in its “Masterpiece” ad and partnerships with artists earlier this year. Marketing professor Neeraj Arora attributed the backlash to the emotional significance of Christmas, saying AI disrupts the connection and authenticity consumers expect during the holidays.

Experts like Georgetown University’s Tim DeStefano noted that AI’s cost-efficiency and technological advancements are likely to ensure its continued use, even if initial skepticism persists. He suggested that over time, the benefits of AI may outweigh resistance, as companies explore its potential in advertising.