Christmas is coming and algorithms are at work, pushing the boundaries of creativity to ensure the tills keep ringing. But can AI tools ever really craft an ad that resonates on a deep, human level? Asks Paul Armstrong

The Christmas ads have arrived, including a fake – and viral – John Lewis one, flooding our screens with the usual mix of warmth, nostalgia, and all manner of emotional porn for the masses. Brands like John Lewis, Coca-Cola, and even local retailers have been polishing their emotional currency for months, hoping to leave a lasting impression and pockets lighter. But this year, there’s a shift. Behind the curtains of sparkling lights and mistletoe, algorithms are at work, pushing the boundaries of creativity to ensure the tills keep ringing. But can AI tools ever really craft something that resonates on a deep, human level? Or are we entering a future of formulaic sentiment that feels, well, a little too calculated?

The latest Cannes Lions showcased a new trend; AI-assisted creativity took centre stage. Coca-Cola’s 2024 AI-generated ad, produced in collaboration with OpenAI’s........

© City A.M.