Coca-Cola’s New AI Holiday Ad Is a Sloppy Eyesore

Coca-Cola has doubled down on AI-generated holiday ads despite widespread criticism of last year’s uncanny results. This year the beverage company is replacing human actors with oddly animated animals in a visually inconsistent campaign. The Verge reports: There’s no consistent style, switching between attempted realism and a bug-eyed toony look, and the polar bears, panda, and sloth move unnaturally, like flat images that have been sloppily animated rather than rigged 3D models in CG. Compared to the convincing deepfake videos being generated by tools like OpenAI’s Sora 2 or Google’s Veo 3, the videos produced for this Coke ad feel extremely dated.

The only notable improvement to my eyes is that the wheels on the iconic Coke trucks are actually consistently turning this year, rather than gliding statically over snow-covered roads. The Wall Street Journal reports that Coca-Cola teamed up with Silverside and Secret Level on its latest holiday campaign, two of the AI studios that previously worked on the 2024 Coke Christmas ads.

Coca-Cola declined to comment on the cost of the new holiday campaign, but said that around 100 people were involved in the project — a figure comparable to the company’s older AI-free productions. That includes five “AI specialists” from Silverside who contributed by prompting and refining more than 70,000 AI video clips.