Coca-Coola is "somewhere between an art project and a protest," Alex tells Creative Bloq. "I watched the Coca-Cola AI advert and felt... sad. LinkedIn was shouting about how it tested so well with 'real consumers' but I couldn't see past the AI fake smiles. So I thought I'd have some mischief in a way only a naughty human with access to these AI tools could."
"It's a provocation around how creative people within the industry face up to the emergence of AI. Most opinions I see now seem to split between 'isn't this great for efficiency' (normally written by suits) and 'AI will never be able to do what I do' (written by creatives). As someone who started as the first, and became the latter, I think the answer lies between the two, and we need that balance of optimism and skepticism to negotiate it as creative thinkers."
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