The Biggest AI Ad Snafus of 2024 So Far

This article was originally published in August, and has since been updated with new information.

Brands promoting ads featuring artificial intelligence, and tech capabilities at large, are not reading the room.

Major brands such as Levi’s and Toys R Us have eagerly experimented with AI in their marketing efforts. Tech giants like Google and Apple have funneled billions of dollars into their AI technology.

Despite these efforts, their attempts to sell AI to people have missed the mark.

From tone-deaf messaging to unintentional bias, several high-profile AI ad snafus were lambasted and sparked conversations about the power of AI in people’s lives.

“Viewers have been hit with a tsunami of AI ads this summer, and during the (2024 Summer Olympic Games) in particular,” said Gartner vice president, analyst Nicole Greene. “Many of the ads that are receiving backlash are showcasing a future that many people fear—one where we have lives increasingly connected to screens, with curated content served on-demand and lacking uniquely human and authentic connection.”

ADWEEK compiled the most controversial AI-adjacent ads, asking analysts to evaluate emotional resonance and predict brand growth based on ad creativity.

A cold winter for Coca-Cola’s holiday ad

The ad: Coca-Cola’s latest holiday campaign, an AI-powered reboot of its classic 1995 “Holidays Are Coming” spot launched in November, ignited its fair share of controversy. The ad features the brand’s iconic red Christmas trucks alongside AI-generated scenes of deer, polar bears, and squirrels frolicking in the snow. Initially well-received, it earned a solid 5.9 from System1, which measures emotional responses, in both the U.S. and the U.K.

Three AI studios—Secret Level, Silverside AI, and Wild Card—collaborated on the project, employing generative models like Kling, Leonardo, Luma, and Runway.

The controversy:  But the positive reception was short-lived. Critics, especially within the creative community, voiced concerns about AI’s growing role in replacing human jobs. Social media buzzed with complaints that the ad drained the warmth and joy from a holiday classic. One TikTok user even declared that Coke ruined Christmas.

Netflix gets AI-shamed

The ad: As part of the promotional push for Arcane’s return to Netflix in November, the streaming giant unveiled a poster that appeared to feature AI-generated imagery. Fans were quick to notice—and not in a good way.