"Typical AI garbage": a new version of the legendary Coca-Cola advertisement outraged social network users

Coca-Cola has decided to reimagine its iconic 1995 "The Holidays Are Coming" Christmas ad. However, this time the company took an unusual path - it entrusted the creation of the video to artificial intelligence.

On the Internet, such an experiment was met with hostility. Users blasted the ad, calling it “soulless” and “ugly.” Someone didn’t even hesitate to call the video “typical AI garbage.” The main complaint is the complete absence of the very festive mood for which the original advertising was famous.

The creators from the Secret Level studio immediately rushed to defend their work. Studio head Jason Zada ​​assured that they did not just feed the task to the Real Magic AI neural network. According to him, real people worked on the video, who added sincerity and warmth to it.

Coca-Cola itself was pleased with the new approach. As Pratik Thakar, the company’s director of generative AI, said, the technology helped kill two birds with one stone: reduce costs and speed up production by as much as five times. True, the company still decided to justify itself to dissatisfied viewers. The authors of the video admitted that working with AI is not some kind of magic “make it beautiful” button. Behind every frame is the painstaking work of an entire team of specialists.