Coca-Cola’s AI advert receives 19% approval rate from UK public

Research from William Hill Vegas has revealed that Coca Cola’s AI-generated Christmas advert was by far the least-loved campaign of the festive season by the British public.  

The bookmaker used social media monitoring tool Meltwater to measure social sentiment data from X (formerly known as Twitter) across November to find out which of nine supermarkets and other participating companies’ Christmas ads were talked about most positively in the United Kingdom.

All eyes were on Coca-Cola’s results after they received a mixed reaction for deciding to generate this year’s campaign using artificial-intelligence, and the data revealed that they received a 19% positive sentiment rate from the UK public – a whopping 14% less than Aldi in eighth:

Dawn French’s frantic cameo in her Marks and Spencer’s campaign (33%) also failed to resonate with the British public, while John Lewis’ uncharacteristically muddled Christmas message likewise wasn’t received well (38%).

At the other end of the scale, Asda’s adorable Gnome of Christmas advert was spoken about most positively about on the platform, scoring a 74% approval rate from the UK public and topping the table ahead of Lidl’s A Magical Christmas (71%).

William Hill Spokesperson, Lee Phelps, said: “This year’s crop of Christmas adverts have been on our screens for a couple of weeks now, so we’ve dived into the data to see which festive campaign was received the best by the UK public.

“It’s bad news for Coca-Cola, whose AI-generated ad was always likely to divide opinion, with less than one in five Brits approving of their ambitious attempt to blend the traditions of Christmas with the modernity of artificial intelligence.

“John Lewis’ campaign also failed to hit its usual heights, with an approval rating of just 38%.

“Asda can conversely give themselves a pat on the back for their Gnome-inspired ad, while the UK public also gave a thumbs up to Lidl (71%) and Sainsburys’ (70%) marketing efforts.”