Is artificial intelligence the future of marketing? Coca-Cola is the latest company to release an AI-generated ad and now the company is getting some backlash for it online.

The Christmas-themed promotion called “The Holiday Magic is Coming” was meant to pay homage to a 1995 commercial from the brand featuring similar visuals, but with human actors and real trucks.

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The new video is drawing criticism from creatives who argue that it’s in bad taste for the company to use AI instead of working with real graphic artists.

“Coca-Cola using AI for an ad is genuinely so terrifying to me,” one person on X commented. “Art is dying. Actors, replaced. Camera workers, replaced. Drivers, replaced. Designers, replaced. Soulless. This is affecting everyone now. Whether you want to accept that or not. It’s going too far.”

Coca Cola using ai for an ad is genuinely so terrifying to me. Art is dying.

Actors, replaced. Camera workers, replaced. Drivers, replaced. Designers, replaced. Soulless.

This is affecting EVERYONE now. Whether you want to accept that or not. Its going too far pic.twitter.com/0ANfrSqZU6

— KJ VA 🎙️🏳️‍🌈 (@KJBurbankVA) November 17, 2024

Another person wrote, “You don’t actually legally own the rights to images created with AI, so Pepsi has the chance to do the funniest thing.”

You don't actually legally own the rights to images created with AI, so Pepsi has the chance to do the funniest thing. https://t.co/IaesrGKbpZ

— miamoorevibes.bsky.social (@StopTweetingMia) November 16, 2024

Coca-Cola’s President and CFO John Murphy responded in a statement.

“We are always exploring new ways to connect with consumers and experiment with different approaches,” Murphy said. “This year, we crafted films through a collaboration of human storytellers and the power of generative. Coca-Cola will always remain dedicated to creating the highest level of work at the intersection of human creativity and technology.”

Last year, the company launched its new platform “Create Real Magic” that lets creatives use AI to make original artwork using assets from the coca-cola archives.

Nike is another major company attempting to capitalize on AI.

Last year, its “Never Done Evolving” campaign paid tribute to Serena Williams after her retirement by creating an AI-generated matchup between Serena in 1999 and Serena in 2017.

As for Coca-Cola, the company said it’s just starting to explore how AI can make an impact. Officials said they’re looking at ways to use it for better work flow, customer service and material creation.