Nelly Lund’s Post

Coca-Cola just shocked the world with their latest holiday ad🤯.Here’s what they did 👇 🚀They used AI in a way no one saw coming. 🔷This move might just change how ads are created forever. 🔷They used Gen AI to remake the entire ad. 🟢What is Generative AI? ➡️ It’s advanced tech that creates text, images, audio, and video. 🔷Coca-Cola used it to: • Capture the nostalgic essence of the 1995 ad • Reimagine it with modern visuals • Create something that couldn’t have been done before 🔷Even the characters in the ad were AI-generated. Using the likeness of real actors (with their consent), Coca-Cola created a fully AI-modeled cast for the ad. 🟢Why is this a big deal? ➡️ This is Coca-Cola’s first fully AI-made ad to air nationwide on TV. It shows that AI isn’t just for online content—it’s starting to reshape traditional advertising. 🔷Think about what this means: Generative AI makes it easier to create high-quality ads. 🔷Brands can now: • Save millions on production • Make ads 5x faster • Try out bold new creative ideas 🔷Coca-Cola didn’t just save time or money—they used AI to push creative boundaries. 🔷This campaign shows that AI is used to unlock new ways of video storytelling. 🔷Coca-Cola’s move is just the start. As AI improves, we might see: • Ads made in days instead of weeks • Personalised video ads tailored to each person • Smaller brands competing with big players 🔷With this, Coca-Cola just showed us the future of advertising. The real question isn’t if AI will change advertising—it’s how fast the rest of the world will catch up. if you find this post helpful then do follow me.

At the Cannes Lions Festival, Toys 'R' Us launched an ad mostly created with OpenAI’s Sora tool, sparking mixed reactions from the marketing community, whilst we are starting to see brands like Dove stating they are banning AI-generated advertising. Curious about public perception of AI-generated ads, we at CI ran a test to explore this. THE EXPERIMENT & HYPOTHESIS: We showed Toys ‘R’ Us ad to two groups: one knew it was AI-generated, the other didn’t. We expected a significant difference in their reactions. WHAT WE FOUND OUT: Surprisingly, reactions were almost identical. The AI ad scored a 60% ‘Improved Opinion’ rating, matching our norms for distinctive ads. It surpassed norms for likable style and enjoyability, successfully conveying the intended emotional connection “It's realness and the authentic emotions it provoked [for why it improved their opinion of Toys ‘R’ Us]”. Only 8% thought it seemed fake. IMPLICATIONS: This suggests we might be overestimating the average consumer’s concern about AI in ads. AI can be a tool for creating advertising without detracting from performance. The fundamentals of good advertising still apply. Embracing AI might just mean ads can be made more efficiently, prompted by proven marketing principles from marketing professionals. Please get in contact if you would like to know more about the research

Although Coca-Cola’s innovative move of using AI to create the Christmas ad generated significant Buzz, and even made it to our class discussion subject, I still doubt whether this bold move could bring a positive impact to the brand or generate comparable bottom-line results.   I do appreciate the technical quality of the ad. The visual control is stunning with only a few minor flaws. The use of slow-motion shots and rapid cuts helps disguise imperfections, achieving a level of sophistication that is almost on par with human creators. This represents the current zenith of generative AI video technology. I can only imagine the high level of expertise required from the creative team to produce such a polished ad, even though they claim to have significantly reduced production time and costs.   However, as I see it, I cannot grasp the essence of this ad despite the impressive technical execution from both the creative agencies and Coca-Cola. I understand the company’s intention to highlight AI's ability to boost productivity and enhance personalization. Yet, this focus feels entirely disconnected from the festive Christmas atmosphere. Though AI generated “humans“ displays perfect smiles, they can never truly feel happiness. This is an ad devoid of “human warmth,” yet it is expected to drive human consumption. Fundamentally, the campaign reflects an exploitative undercurrent. Coca-Cola, as a corporate giant, appears to prioritize cost-cutting - saving on a one-minute video (and potentially more in the future) - at the expense of harming the livelihoods of artistic workers, whose creative output fuels AI training. It also risks increasing unemployment while proudly presenting this as an innovative leap forward. Additionally, it expects consumers whose work could potentially be displaced by AI to purchase their products at full price, further excluding them from sharing in the benefits of AI-driven profits.   From my perspective, at this moment, brands need to be more cautious while using generative AI in the creation process and carefully consider whether they should publicly emphasize its use. Especially now, when AI-generated videos are no longer novel, Coca-Cola’s decision to release a campaign purely propagandizing its technical prowess is unlikely to generate excitement among consumers. On the contrary, it risks alienating them.   That being said, this is merely my personal opinion, and I am eagerly awaiting the campaign’s bottom-line results - its sales. At the very least, it will serve as an intriguing case study to determine whether a tech-focused approach resonates with consumers or exposes the limitations of Gen-AI advertising in a world that increasingly values human connection.

Coca-Cola, PetSmart, and big advertising companies are using new AI technology to improve their marketing and advertising. They are using AI to create images, predict what messages will work best, and send ads at the perfect time. https://lnkd.in/gTNpYaNH

The biggest brands are now using AI video advertising — and it’s paying off in a BIG way. The Coca-Cola Company's Christmas ads are legendary and have been running for more than 30 years. This year, they’ve turned to AI video for the campaign. System1’s research shows that this year's edition is ranked as 'exceptional' for the way it has resonated with the market. In fact, it's their highest-rated Christmas ad in years... And the most surprising part? Not a single person who watched it flagged that it was made using AI. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝘆 𝗶𝘁 𝘄𝗼𝗿𝗸𝗲𝗱: 🔸 Consistency. The ad still featured the same iconic music, festive visuals, and the unmistakable red truck. The tweaks were subtle, modernizing the classic while keeping its heart intact. 🔸 Emotional resonance: Coca-Cola didn’t let AI overshadow the brand. This wasn’t about 'showing off' the technology. Nostalgia and tradition did the heavy lifting, with AI working quietly in the background. 𝗪𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻 𝗳𝗼𝗿 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴? This is more proof that AI is officially going mainstream in advertising. The biggest brands are leaning into it—and seeing results. At Absolutely Ai we're seeing a sharp uptick in the number of 'big' brands reaching out to explore AI creative content for a whole number of reasons. And seeing Coke dip their toe in is going to be a bigger signal that other brands should start looking at this new approach too. Credit to the Secret Level for this one campaign. - Want to chat about how AI video can help your brand? Let's chat. Follow Jamie van Leeuwen for the latest in AI and creative content. #Content #AI #Christmas #CreativeContent #AIVideo

The Coca-Cola Company unveiled three ai-generated holiday commercials. The ads have received a great deal of criticism. Critics argue that the visuals are imperfect, the storytelling lacks depth, ad the execution feels rushed. Arguably, the critics are right – but they are missing the MUCH bigger point. Coca-Cola created a FULL commercial using AI. Yes, it wasn’t perfect, but today AI is the least capable it will ever be, and it will only get better at an exponential rate. I guarantee these ads were completed in a small fraction of the time and cost traditional ads take. These ads should not deter marketers from AI, instead they should motivate them. Soon it will be difficult to tell human generated ads from AI generated ads. It could take 6 months, or it could take 3 years, but it will happen. I give kudos to Coca-Cola along with Toys"R"Us who experimented with AI ads last year. These marketers are leading the way by experimenting with AI today to build the expertise and insights that will be needed to continue to lead in the future of marketing. Marketers must see this as a wake-up call. AI will revolutionize the speed, accessibility, and personalization of advertisers. If you are a marketer or agency leader, I strongly urge you to begin upskilling yourself and begin experimenting. Yes, AI is not perfect, but simply criticizing its shortcomings limits your ability to see what’s truly possible with AI and how it will disrupt marketing and agencies. #AIinMarketing #RetailAI #MarketingInnovation https://lnkd.in/g6D6bxkd

Marketers - The need could not be more urgent to upskill in AI. I previously shared my perspective on the AI Holidays ads from The Coca-Cola Company. I wanted to revisit it after hearing perspective from Pratik Thakar, Coca-Cola's Vice President and Global Head of Generative AI. Thakar discussed the advantages of using AI in their holiday advertisements. He emphasized that AI significantly accelerates production speed, stating, "More than cost, it's the speed... Speed is I would say five times, right? And that is a huge benefit." Thakar also highlighted that AI enables the creation of more varied, customized, and personalized content, allowing the company to do more with its resources. If you are a marketer or agency leader, I strongly urge you to begin upskilling yourself and begin experimenting. Yes, AI is not perfect, but simply criticizing its shortcomings limits your ability to see what’s truly possible with AI and how it will disrupt marketing and agencies. #AIinMarketing #MarketingInnovation #DigitalMarketing #WomeninAI #AIinAdvertising

Love that we tested this. My take-out - Real people care far less about the use if AI in marketing than marketing people do. Which makes sense, we do rather overthink things..! Here's an AI ad Here's an ad To a consumer - same ad. Why would knowing it's AI influence people's response to it? Does it matter? Maybe not? Are there other implications in the feel, tone, underlying response - maybe - and time will tell Plus, it's still people with the prompts, the edits, and the brand strategy that fed into it.

Coca Cola’s AI-generated Christmas ad is a step in the right direction, but it ultimately lacks creativity. Remaking the 1995 classic feels like a missed opportunity to demonstrate AI’s true potential for pushing boundaries and creating something genuinely innovative. Additionally, the subtly unsettling vibe is a reminder that as AI evolves, it must feel less rushed, more polished, and emotionally resonant. That being said, the ad did spark conversations, indicating that the strategy worked in its own way. As marketers, we should combine AI with bold, human-centic ideas to truly enhance a brand’s storytelling. It’s a good start, but a long way to go before AI transitions from just a buzzword to a game-changer in the advertising industry. #AI #ArtificialIntelligence #GenAI #Advertising #Marketing

The Drum talks about the latest trends in advertising, with AI leading the industry as a complete game changer. Companies are gauging their abilities to implement AI into their advertising strategy, which has the potential to lead to a lot of innovation. Creative processes also benefit from AI, with tools for generating ad copy, images, and videos. This streamlines the creative workflow, allowing for rapid testing and iteration of different ad formats. #AI #Advertising