Part 7/11:
Despite the mixed reception, Coca-Cola—along with other major brands—is doubling down on AI-driven campaigns. They emphasize practical benefits: faster turnaround times, reduced costs, and the ability to produce seasonal content swiftly. A typical campaign now involves a team of around 100 specialists, including AI prompt engineers and video editors, working to generate thousands of AI clips.
Executives highlight that while AI reduces production time from a year to a month, human oversight remains essential. AI is viewed as a tool—an enhancer rather than a complete replacement. Still, the reliance on automation stirs anxiety over whether future projects will feature less human artistry and more algorithmic output.