Last week, Coca-Cola debuted an ad that looked like absolute trash. Garbage. Poop from a butt — and it’s all thanks to AI!

When the ad dropped, Coca-Cola proudly announced that it was created using artificial intelligence. This is, of course, obvious to anyone who’s seen it. Not only does it look terrible, but there’s zero continuity between shots. For example, the size and shape of the truck changes several times throughout the short clip. How is this better than just hiring a production team again?

After hundreds of people asked that very question, Secret Level (the team behind the ad) was quick to say that, actually, they worked really, really hard on this ad. They worked so hard that it required a staff of 100 people and 70,000 AI-generated clips. Not only that, but they said that they hired real people to fix up the clips in post.

The problem? The “behind the scenes” footage they released as proof of that human effort doesn’t exactly make their case, and critics pointed out that much of it looks AI-generated too. For example, one clip shows a man drawing on a character with an Apple Pencil — except the pencil is clearly not connected and no actual drawing is being done. Other “behind the scenes” clips showing character design work appear to be AI-generated as well. Even the legitimate-looking production clips don’t really line up with how an ad like this would actually be crafted.

In short, if AI is really as good as you say it is, you wouldn’t have to pretend that you didn’t use it.

A história da Coca Cola tá escalando:

A Coca Cola fez um "behind the scenes", explicando o que fizeram.

Só que as imagens dos behind the scenes TAMBÉM são IA.

Pior: os desenhos dos concepts e dos turntables TAMBÉM parecem ser gerados por IA. https://t.co/TeMpnK8cYCpic.twitter.com/QdJCWDGY1U

— Jéferfon Menezes (@JefinhoMenes) November 8, 2025