{"id":687,"date":"2024-12-02T13:16:04","date_gmt":"2024-12-02T13:16:04","guid":{"rendered":"https:\/\/keynema.com\/?p=687"},"modified":"2024-12-02T13:16:37","modified_gmt":"2024-12-02T13:16:37","slug":"when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity","status":"publish","type":"post","link":"https:\/\/keynema.com\/es\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/","title":{"rendered":"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity"},"content":{"rendered":"<p>At the latest edition of the S\u00f3nar festival in Barcelona, we were lucky to give a talk about everything we\u2019ve been learning while developing Keynema. The talk, titled \u201cCan AI make my laundry?\u201d, is partially available on the S\u00f3nar 2024 website. The title, obviously ironic, posed an important question: who should handle repetitive tasks, and who should own \u2014and enjoy\u2014 the creative decisions? Beyond whether a machine can do laundry \u2014which it already can\u2014, the discussion focused on how we engage with technology to automate processes without losing the human touch. You can find more details about the event\u00a0<a href=\"https:\/\/keynema.com\/es\/keynema-at-sonard-2024-connecting-with-the-creative-community-in-europe\/\">here<\/a>.<\/p>\n<p>In the audiovisual world, where every decision shapes the identity of a project, this idea is especially relevant. Can artificial intelligence design a film, choose a character\u2019s wardrobe, or decide whether a house should be built physically or rendered in CGI? From our experience, the answer is clear: no, humans do it much better. But what AI can do, and where its true potential lies, is streamline tedious processes so that creative decision-makers can focus on what really matters.<\/p>\n<h2 id=\"the-coca-cola-example-and-lessons-from-relying-completely-on-ai\">The Coca-Cola Example and Lessons from Relying Completely on AI<\/h2>\n<p>This year\u2019s Coca-Cola holiday campaign, created entirely with artificial intelligence, has sparked significant criticism. Unlike the iconic 1995 ad, this new version lacks authenticity and emotional connection. Why? Because delegating complex artistic decisions to an image generator like DALL\u00b7E may be efficient, but it sacrifices the human nuances that turn a functional piece into a memorable experience.<\/p>\n<p>The 1995 ad wasn\u2019t just a parade of illuminated trucks; it was a cultural symbol. Every detail \u2014people\u2019s expressions, snowy landscapes, carefully crafted gestures\u2014 conveyed humanity and emotion. In contrast, this year\u2019s commercial, while technically advanced, feels generic and disconnected. You can watch a video about the controversy and a comparison to the 1995 version\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=nLiRnTGdDxU\">here<\/a>.<\/p>\n<h2 id=\"keynema-ai-as-a-copilot-not-a-substitute\">Keynema: AI as a Copilot, Not a Substitute<\/h2>\n<p>At Keynema, we believe that technology should support, not replace, human creativity. Our platform is designed to be a copilot that assists with logistics, not a substitute that makes decisions. Every audiovisual project is unique, and the decisions shaping it \u2014from materials to visual narratives\u2014 must reflect that uniqueness.<\/p>\n<p>Planning a budget, breaking down a script, or coordinating teams aren\u2019t mechanical tasks; they\u2019re creative processes. Every dollar allocated represents an artistic choice. How you imagine a scene or define a character directly impacts how the project\u2019s logistics are structured. That\u2019s why at Keynema, we avoid one-size-fits-all solutions. While some production companies might think algorithms can organize teams or create standard budgets, we know that every script, every artistic vision, and every team of professionals requires a tailored approach.<\/p>\n<h2 id=\"conclusion\">Conclusion<\/h2>\n<p>The Coca-Cola case demonstrates that relying solely on artificial intelligence for creative decisions might be efficient but can also detract from authenticity and emotional connection. At Keynema, we work to ensure that technology is a support tool, never a substitute. Our goal is clear: automate the tedious so that people can shine in what they do best \u2014create.<\/p>\n<p>Remember, you can request a beta version on our main page:\u00a0<a href=\"https:\/\/keynema.com\/es\/\">Keynema.com<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>At the latest edition of the S\u00f3nar festival in Barcelona, we were lucky to give a talk about everything we\u2019ve been learning while developing Keynema. The talk, titled \u201cCan AI make my laundry?\u201d, is partially available on the S\u00f3nar 2024 website. The title, obviously ironic, posed an important question: who should handle repetitive tasks, and [&hellip;]<\/p>","protected":false},"author":26,"featured_media":688,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity - Keynema<\/title>\n<meta name=\"description\" content=\"Explore how Coca-Cola\u2019s campaign reveals AI&#039;s limits in creativity and how Keynema leverages technology to empower human talent.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keynema.com\/es\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity - Keynema\" \/>\n<meta property=\"og:description\" content=\"Explore how Coca-Cola\u2019s campaign reveals AI&#039;s limits in creativity and how Keynema leverages technology to empower human talent.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/keynema.com\/es\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/\" \/>\n<meta property=\"og:site_name\" content=\"Keynema\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-02T13:16:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-02T13:16:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1435\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Mani Martinez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mani Martinez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/\"},\"author\":{\"name\":\"Mani Martinez\",\"@id\":\"https:\/\/keynema.com\/#\/schema\/person\/984f4e4730dc1731c21eee030814597d\"},\"headline\":\"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity\",\"datePublished\":\"2024-12-02T13:16:04+00:00\",\"dateModified\":\"2024-12-02T13:16:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/\"},\"wordCount\":534,\"publisher\":{\"@id\":\"https:\/\/keynema.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp\",\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/\",\"url\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/\",\"name\":\"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity - Keynema\",\"isPartOf\":{\"@id\":\"https:\/\/keynema.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp\",\"datePublished\":\"2024-12-02T13:16:04+00:00\",\"dateModified\":\"2024-12-02T13:16:37+00:00\",\"description\":\"Explore how Coca-Cola\u2019s campaign reveals AI's limits in creativity and how Keynema leverages technology to empower human talent.\",\"breadcrumb\":{\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage\",\"url\":\"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp\",\"contentUrl\":\"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp\",\"width\":2560,\"height\":1435,\"caption\":\"Keynema coca cola AI\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/keynema.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/keynema.com\/#website\",\"url\":\"https:\/\/keynema.com\/\",\"name\":\"Keynema\",\"description\":\"Focus on stage, not in managment\",\"publisher\":{\"@id\":\"https:\/\/keynema.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/keynema.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/keynema.com\/#organization\",\"name\":\"Keynema\",\"url\":\"https:\/\/keynema.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/keynema.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/keynema.com\/wp-content\/uploads\/2024\/02\/logo-1.png\",\"contentUrl\":\"https:\/\/keynema.com\/wp-content\/uploads\/2024\/02\/logo-1.png\",\"width\":253,\"height\":74,\"caption\":\"Keynema\"},\"image\":{\"@id\":\"https:\/\/keynema.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/keynema.com\/#\/schema\/person\/984f4e4730dc1731c21eee030814597d\",\"name\":\"Mani Martinez\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/keynema.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/ea14e4f86a368695e7e8b06f455d4b02f30b21b965fa8d740f45fa00582a9b84?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/ea14e4f86a368695e7e8b06f455d4b02f30b21b965fa8d740f45fa00582a9b84?s=96&d=mm&r=g\",\"caption\":\"Mani Martinez\"},\"url\":\"https:\/\/keynema.com\/es\/author\/mani\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity - Keynema","description":"Explore how Coca-Cola\u2019s campaign reveals AI's limits in creativity and how Keynema leverages technology to empower human talent.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/keynema.com\/es\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/","og_locale":"es_ES","og_type":"article","og_title":"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity - Keynema","og_description":"Explore how Coca-Cola\u2019s campaign reveals AI's limits in creativity and how Keynema leverages technology to empower human talent.","og_url":"https:\/\/keynema.com\/es\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/","og_site_name":"Keynema","article_published_time":"2024-12-02T13:16:04+00:00","article_modified_time":"2024-12-02T13:16:37+00:00","og_image":[{"width":2560,"height":1435,"url":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp","type":"image\/webp"}],"author":"Mani Martinez","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Mani Martinez","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#article","isPartOf":{"@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/"},"author":{"name":"Mani Martinez","@id":"https:\/\/keynema.com\/#\/schema\/person\/984f4e4730dc1731c21eee030814597d"},"headline":"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity","datePublished":"2024-12-02T13:16:04+00:00","dateModified":"2024-12-02T13:16:37+00:00","mainEntityOfPage":{"@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/"},"wordCount":534,"publisher":{"@id":"https:\/\/keynema.com\/#organization"},"image":{"@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage"},"thumbnailUrl":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp","articleSection":["Uncategorized"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/","url":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/","name":"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity - Keynema","isPartOf":{"@id":"https:\/\/keynema.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage"},"image":{"@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage"},"thumbnailUrl":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp","datePublished":"2024-12-02T13:16:04+00:00","dateModified":"2024-12-02T13:16:37+00:00","description":"Explore how Coca-Cola\u2019s campaign reveals AI's limits in creativity and how Keynema leverages technology to empower human talent.","breadcrumb":{"@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#primaryimage","url":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp","contentUrl":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp","width":2560,"height":1435,"caption":"Keynema coca cola AI"},{"@type":"BreadcrumbList","@id":"https:\/\/keynema.com\/when-ai-isnt-enough-coca-colas-misstep-and-keynemas-commitment-to-human-creativity\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/keynema.com\/"},{"@type":"ListItem","position":2,"name":"When AI Isn\u2019t Enough: Coca-Cola\u2019s Misstep and Keynema\u2019s Commitment to Human Creativity"}]},{"@type":"WebSite","@id":"https:\/\/keynema.com\/#website","url":"https:\/\/keynema.com\/","name":"Keynema","description":"Focus on stage, not in managment","publisher":{"@id":"https:\/\/keynema.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/keynema.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/keynema.com\/#organization","name":"Keynema","url":"https:\/\/keynema.com\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/keynema.com\/#\/schema\/logo\/image\/","url":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/02\/logo-1.png","contentUrl":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/02\/logo-1.png","width":253,"height":74,"caption":"Keynema"},"image":{"@id":"https:\/\/keynema.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/keynema.com\/#\/schema\/person\/984f4e4730dc1731c21eee030814597d","name":"Mani Martinez","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/keynema.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/ea14e4f86a368695e7e8b06f455d4b02f30b21b965fa8d740f45fa00582a9b84?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea14e4f86a368695e7e8b06f455d4b02f30b21b965fa8d740f45fa00582a9b84?s=96&d=mm&r=g","caption":"Mani Martinez"},"url":"https:\/\/keynema.com\/es\/author\/mani\/"}]}},"jetpack_featured_media_url":"https:\/\/keynema.com\/wp-content\/uploads\/2024\/12\/keynema-coca-cola-ai-scaled.webp","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/posts\/687","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/comments?post=687"}],"version-history":[{"count":0,"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/posts\/687\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/media\/688"}],"wp:attachment":[{"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/media?parent=687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/categories?post=687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/keynema.com\/es\/wp-json\/wp\/v2\/tags?post=687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}