Unveiled: The Surreal Blend of Reality and Imagination
Artificial Humans and the Uncomfortable Vision of 'Holidays Are Coming'
In an informal discussion, let's delve into the discomfort we experience when encountering AI-generated humans, as depicted in the latest Coca-Cola ad. This phenomenon, known as the 'uncanny valley,' triggers our evolutionary warning systems. It's the uncanny sense of unease we get when something resembles humans but falls just short.
Originating from the mind of Japanese robotics professor Masahiro Mori, the uncanny valley concept has garnered attention in the fields of robotics, computer animation, and even AI-generated digital humans like those in the new Coke ad.
The Evolutionary Alarm Bell
From an evolutionary perspective, our ability to detect oddities in humans is a survival tactic. Early humans who could quickly spot ill-looking individuals had a better chance of steering clear of diseases or threats. AI-generated humans like those in the new Coke ad, a remake of the popular 'Holidays Are Coming' ad, inadvertently stray into this uncanny valley. While their resemblance to humans is close enough to feel familiar, their subtle deviations stir our primal alarm systems.
The Familiar Stranger
The seemingly human faces in the ad fail to elicit the empathy and trust we feel towards real human faces. This disjointed connection leaves us feeling unsettled. For many, this technological marvel, a demonstration of AI's progress in creating realistic visuals, strikes a wrong note.
Cultural Artefact with a Twist
This isn't just a revamped ad—it's a paradox. A futuristic facade disguised as a relic from the past. At first glance, it's a stunning AI-embellished nostalgia, but upon closer inspection, it unveils a much darker side, largely due to the slightly unsettling AI-generated characters.
These figures, though they borrow human-like features, lack the authenticity of actual human connection. They compete with us, projecting algorithmic smirks and liminal expressions where humanity falters. They're more chilling than connecting and raise concerns about their true intentions.
Nostalgia Cannibalized
By stripping the warmth from the original ad, replacing it with something cold and clinical, the AI remake distorts the nostalgic feeling it's trying to invoke. The characters are too perfect, their faces smooth and unblemished, but this perfection only highlights their artificial nature. Essentially, they've become unsettling automatons, ghostly replicas of humans devoid of warmth.
The Hyperreal Nightmare
In French philosopher Jean Baudrillard's terms, we can view the AI figures in this ad as simulacra—not copies of something real, but copies of copies—in a hyperreal void where the original human connection is blurred. The AI remake doesn't capture the essence of the original ad; instead, it replaces it, suggesting that replicating the past can lead to its erasure.
A New Kind of Nostalgia
The AI figures in the ad aren't merely tapping into nostalgia; they're cannibalizing it. The remade ad, adorned in holiday lights, seems to celebrate not the warmth of the past but its mechanized replication, turning nostalgia into a commodity for selling back to us.
A Creepy Forecast of the Holidays
The AI-generated characters in the ad aren't just suspicious; they're forebodings of a more chilling future, where artificial intelligence consumes even the emotions and rituals we hold dearest. The uncanny valley encompasses our deepest instincts combined with the logic of hyperreality, offering a bleak vision of our cultural future.
Nostalgia and AI – A Perilous Love Affair
As AI continues to advance and permeate our lives, our cherished emotions will be its new playground. We must tread carefully in our pursuit of AI-driven nostalgia. Without the emotional depth inherent in humans, artificial recreations risk undermining the very connections they aim to evoke. If we're to maintain the power of advertising in a world increasingly dominated by AI, we must hold on to our ability to craft engaging, human stories capable of stirring real emotions.
Featured image: Coca Cola / YouTube
- In the realm of media and advertising, discussions arise about the unsettling portrayal of AI-generated humans, as seen in the new Coca-Cola ad, which mirrors Masahiro Mori's uncanny valley concept.
- Amidst the advancements in technology, artificial intelligence, and digital human creation, the new Coke ad raises questions about the discomfort we feel towards AI-generated figures, even when they resemble humans closely.
- The lack of authenticity in AI-generated characters, such as those in the new Coke ad, calls for a reevaluation of technology's role in education and self-development, especially in fostering empathy and establishing human connections.
- As AI continues to shape the entertainment industry, from movies and TV to general news, it is essential to consider the impact of AI-generated characters on our perception of nostalgia and the blurring of the line between reality and simulation.
- In the future, as AI increasingly intertwines with our daily lives and influences various sectors, including learning and cultural artifacts, it becomes crucial to maintain a balance between technological progress and the preservation of our emotional connections and humanity.
