A few weeks ago, soft drink manufacturer Coca-Cola launched its latest Christmas commercial: a full AI recreation of its world-famous “the holidays are coming” ad, featuring the festively lit trucks driving through the snow. The reactions were harsh. Many people found the somewhat soulless polar bear and dog creepy and questioned why the multi-million-dollar company didn’t allocate a budget for real filmmakers.
The campaign was not an undisputed success for Coca-Cola. In itself, the urge to experiment with AI is admirable. “This AI-generated campaign is a step in exploring new ways to combine our heritage with modern technology,” the company emphasized in a statement.
The video also raises expectations. Imagine what this technology will be capable of in three years—or even next year. Progress is moving at lightning speed. But one could also question whether this ad is still the most effective approach in today’s marketing landscape. It’s a classic commercial, the kind that gets skipped on TV and filtered out on YouTube. Wouldn’t the company be better off focusing on inbound marketing, combined with its undeniably strong storytelling?
Traditional advertising is losing relevance fast
The era of traditional advertising seems to be fading quickly. Most people no longer want loud, intrusive ads that interrupt their viewing or listening experience. What does work? Stories that resonate, inspire, and leave a lasting impression—without being presented as ads.
This is called inbound marketing, a strategy that relies on content that actively engages and attracts people. Blog articles, advertorials, and social media posts are just a few examples of this approach.
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The importance of storytelling
Good storytelling is essential in all forms of marketing. It’s about telling a compelling, inspiring story—one that sticks with people and makes them feel connected. Coca-Cola, for example, excels at this, having successfully linked its brand to Christmas, Ramadan, and many other culturally significant moments worldwide.
For inbound marketing—where people naturally gravitate toward your brand because they find value in your content—the power of storytelling is even more crucial. An authentic story feels real, not like a sales pitch. This is how you build a lasting relationship with your audience.
How AI enhances storytelling
Artificial intelligence can strengthen inbound marketing storytelling by helping brands better understand their audience, choose the right content, and share it at the perfect moment. Here’s how AI can make a difference:
🔍 Better audience insights
AI can analyze data and pinpoint exactly what your audience needs or is searching for. A clothing brand, for instance, might discover that its customers care deeply about sustainability. They can respond by sharing stories about how their clothes are made and why they’re environmentally friendly.
✍️ Creating and improving content
AI tools can assist with writing, generating visuals, or even brainstorming new ideas. A travel agency, for example, could use AI to analyze customer reviews and craft fresh travel stories. Adding some personal touches results in engaging and inspiring blog posts.
🎯 Smart personalization
AI ensures that content reaches the right person, tailored to their specific interests. A food brand, for instance, could use AI to suggest recipes that align with customers’ dietary preferences, such as vegan or gluten-free options.
📢 Optimizing content distribution
AI determines the best time and place for content to be published, ensuring it reaches the right audience at the right moment.
🤖 Interactive storytelling
AI-powered chatbots can engage users through storytelling or by answering questions in an engaging way. For example, a car brand could develop a chatbot that explains how their electric vehicles work, allowing users to make choices that shape the narrative.
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ChatGPT: inbound inspiration for Coca-Cola
Since Coca-Cola clearly wants to be at the cutting edge of AI usage, what could an inbound marketing strategy look like with AI? How would that actually work? We thought it would be fitting to ask ChatGPT itself, which came up with the following suggestion:
“Imagine a Coca-Cola Christmas campaign that truly resonates with people. Instead of a simple AI-generated video, they could do this:
- The story: Coca-Cola shares how people around the world celebrate Christmas with their drink, complemented by personal stories from customers.
- AI in action: AI identifies which traditions are popular in different countries and helps create content that aligns with them.
- Inbound marketing: They distribute blogs, videos, and emails that invite people to share their own Christmas stories with Coca-Cola.”
Not a bad first idea, though at Vuurwerk, we believe there’s even more potential to explore. That’s no problem—AI is a fantastic tool to spark creativity. It serves as a starting point for further brainstorming.
The future: humans and AI
Building a strong connection with your audience has always been essential. Storytelling plays a key role in this, especially in inbound marketing. As we’ve outlined above, AI can support this process. However, no matter what approach you take, keeping your stories authentic and human is crucial. Purely machine-generated content won’t be enough—there will always need to be a creative human behind it, shaping and refining the content in the right way. Assisted by AI, of course!
Want to learn more about AI?
Would you like to know more about how AI can support inbound marketing and storytelling? Get in touch with us! We offer special Vuurwerk courses that provide you and/or your team with the knowledge and tools to successfully leverage AI.