Coke is receiving backlash for its second AI Christmas commercial. How do you see marketers perceiving this and how we do our jobs?

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I see it with a mixture of derision and envy. Being a snob and sneering because "lol that's not real creativity," jealous because I don't have the leeway to do the same thing. Like it or not, we've got to come to terms with AI being here to stay. If you can leverage it, you should.

Here’s my issue: once we know something is AI, we’re focused on looking for the imperfections and the commercial no longer exists.

Personally, I think they have the budget to make better commercials. My first thought when I saw the ad, is why are they recycling last year's AI video? Doesn't make sense.

I agree. There was nothing memorable about last year except that they tried it. I think the goal was to try and make it work.

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On the flip side too, it’s interesting to see brands take such a hard stance against AI in marketing - thinking American eagle’s latest campaign - to stand out.

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