We looked at Coca-Cola’s new AI-generated holiday commercial, a soulless video created at unprecedented speed. Instead of magic, it highlights the widening gap between AI efficiency and human resonance.
Bold big ideas
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Speed without soul – Production dropped from almost a year to about a month, yet the emotional depth evaporated.
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70,000 AI clips, still no coherence – Five AI specialists generated more than 70,000 clips to shape the final ad, but volume couldn’t fix the inconsistency.
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100 people, limited impact – Even with around 100 people involved, the mix of styles and strange visual choices meant the message never fully landed.
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AI removes friction, not feeling – Faster workflow, cheaper output, but the end result still depends on human judgement and connection.
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Productivity gains only matter when the work still carries meaning. Speed without emotional design creates output, not impact.
Note- The Image for this post was generated by AI, hence the “mass” I thought I’d leave it in as it reflects the problems with AI creativity.
