Coca-Cola released another computer-generated version of its famous holiday truck commercial, and viewers say it misses the mar, with the internet asking if the brand has lost its soul.

What happened? What does this tell us about how consumers feel about AI? And, as companies rush to embrace AI, are we hitting a point where efficiency starts to erode authenticity?

On The Big Story, Hongbin Jeong speaks with Dr. Samer Elhajjar, Senior Lecturer at The Department of Marketing, National University of Singapore, to find out more.