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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.
