The Coca-Cola AI Christmas advert can be studied as an example of what happens when a company risks decades of hard-won brand equity through the use of nascent tech that's still not up to the job to try to save a few bucks. Despite the noisy backlash against last year's rudimentary effort, Coca-Cola tried again this year – apparently out of pure pigheadedness.
Based on what the company's been saying, it sounds like the aim of this year's Christmas ad was less about building brand storytelling and more about trying to prove itself right after last year's disaster.
