Head of Corporate Communications and Governmental Affairs for Bosch UK and Ireland [also The EV Expert®]
To be fair, the different scenes could all be showing different trucks. The problem is that three of the trucks shown below would have collapsed in the middle before they had even turned a wheel.
Global Marketing Director | Brand Builder | Growth Strategist | Executive Leader | Marketing Consultant
𝗔𝗜 𝗱𝗶𝗱𝗻’𝘁 𝗳𝗮𝗶𝗹. 𝗧𝗵𝗲 𝗽𝗲𝗿𝘀𝗼𝗻 𝘄𝗵𝗼 𝗮𝗽𝗽𝗿𝗼𝘃𝗲𝗱 𝘁𝗵𝗶𝘀 𝗱𝗶𝗱... The Coca-Cola Company's new “Holidays Are Coming” ad has sparked a wave of global criticism. Not because the AI is inherently bad, but because when the asset that carries your most valuable brand memory goes out with continuity errors and flattened emotion, people notice. The truck is the hero. If the hero feels off, the story breaks. This isn’t just about technology. It’s about emotional connection and stewardship of a much-loved brand. If the work doesn’t feel human or honour the memory people already hold, you’re not brand building. As brand leaders, we all love pushing boundaries. We chase efficiency. We get excited when technology lets us do in a day what took weeks. But there’s a line. When the work stops feeling human, the audience tells you fast, and 𝗟𝗢𝗨𝗗. The job isn’t “let’s modernise it for AI.” The job is “don’t touch the magic unless you can make it even more magical.” So the real leadership test is: Not 𝘤𝘢𝘯 we use AI… but 𝘴𝘩𝘰𝘶𝘭𝘥 we use AI here? I’m massively pro-AI and use it daily. But brand equity is hard-won and easily bruised. Until workflows are proven, don’t gamble your most loved, high-engagement brand assets on unproven AI execution, especially when it clearly isn’t fit for purpose. If you’re yet to see it, check it out: https://lnkd.in/eD8TqAVQ #MarketingLeadership #BrandBuilding #AIinMarketing #ConsumerTrust #CreativeStewardship #RaiseTheBar #CocaCola #AI
