Coca-Cola has faced backlash over its latest Christmas advertisement, which was created using artificial intelligence. The ad, intended to evoke festive cheer, has been criticised for lacking the human touch and for being tone-deaf as the company simultaneously announced layoffs affecting hundreds of employees.
The AI-generated commercial features a modern take on the brand's classic holiday imagery, including polar bears and Santa Claus. However, viewers and industry experts have accused Coca-Cola of prioritising cost-cutting over creativity and employee welfare. The controversy adds to a growing list of Christmas advert scandals, including past incidents involving racism, stolen songs, and promoting alcohol to children.
This is not the first time a major brand has faced scrutiny over its festive campaign. In 2017, Aldi's Kevin the Carrot ad was banned for allegedly promoting alcohol to minors, while John Lewis faced claims in 2021 that its advert used a song inspired by an unsigned artist without permission.
Coca-Cola has defended its use of AI, stating it allows for innovative storytelling, but the timing of the layoffs has drawn sharp criticism. The company has not commented on whether the ad's production contributed to job cuts.
