ESL Lesson: Marketing & Generative AI

OVERVIEW & OBJECTIVES

This ESL lesson on marketing and generative AI offers engaging activities, worksheets, and digital resources tailored for upper intermediate B2 students. In this lesson, students will:

• Discuss the role of AI in modern advertising and its effects on consumer perceptions.
• Watch and analyze a video featuring Coca-Cola's AI-generated holiday ad and its public backlash.
• Expand their vocabulary related to marketing, AI, and advertising.
• Debate the ethical implications of using AI in advertisements and its impact on brand authenticity.
• Practice completing tasks that involve phrasal verbs, true/false statements, and using prefixes to express negation.

PREVIEW & DISCUSSION

In the first part of this ESL lesson on marketing and generative AI, students will engage in a discussion to connect the themes of the holiday season, marketing, and generative AI. They will explore how these topics are interrelated by first thinking about these terms and then discussing several questions about holiday ads, AI's role in marketing, and potential consumer backlash. This will give students the chance to express their opinions on AI-generated content in ads, comparing it to traditional advertisements, and reflecting on the pros and cons of using AI in marketing. The discussion will conclude with students analyzing AI-generated holiday-themed images and describing them using adjectives.

VIEWING ACTIVITY

The video in this section focuses on Coca-Cola's recent holiday ad, which was generated using artificial intelligence. The ad, meant to bring back the festive spirit of their iconic "Holidays Are Coming" campaign, instead received criticism for feeling lifeless and inauthentic. In this activity, students will answer a series of questions about the ad, including what it was supposed to represent, the backlash it faced, and why AI is becoming increasingly popular in marketing. Afterward, students will complete phrases from the video and determine whether certain statements about the ad are true or false, correcting any inaccuracies. This part of the lesson encourages critical thinking and deeper engagement with the video content.

DISCUSSION & PREFIXES

Following the video, students will discuss their thoughts on Coca-Cola's AI-generated ad, focusing on whether it felt authentic or creepy. They will consider whether the use of real humans would have improved the ad's reception and how they would respond to the public backlash if they were a spokesperson for Coca-Cola. Additionally, students will read a fictional statement from Coca-Cola's spokesperson addressing the backlash, then evaluate whether this response would be effective in restoring consumer trust. Finally, students will practice using prefixes of negation to complete a critical reaction to Coca-Cola's statement, reinforcing vocabulary related to expressing opinions and attitudes.

HUMAN TOUCH VS. GENERATIVE AI: INSIGHTFUL DISCUSSIONS

In the activation stage of this ESL lesson on marketing and generative AI, students will participate in insightful discussions about the future of AI in marketing. They will explore topics like the transparency of AI-generated content in advertisements, the emotional connection that AI struggles to establish with audiences, and whether AI can ever fully replace human creativity in marketing. Students will also consider strategies brands can use to make AI-generated ads feel more authentic and discuss the ethical considerations surrounding the use of AI in advertising. This section offers students a chance to critically assess the role of AI in the marketing industry and its potential impact on consumer behavior.

BENEFITS OF USING THIS ESL LESSON ON MARKETING & GENERATIVE AI

This ESL lesson on generative AI and marketing provides valuable opportunities for students to engage with modern marketing trends, particularly the use of AI. Students will deepen their understanding of AI's impact on advertising while practicing essential vocabulary and language skills. The lesson encourages critical thinking by exploring both the advantages and challenges of using AI in marketing. It offers practical language exercises that improve students' ability to discuss complex issues, express opinions, and complete grammar tasks. Finally, the discussions around brand authenticity and AI's potential in marketing help students gain insight into current global trends.