- 13 November 2023
- by Etsah Groupe
- Machine Learning
- 2mins read
- 96 Views
- 6 Comments
Coca-Cola Embraces AI for Digital Creativity Unleashing
In a bid to connect with a new generation, Coca-Cola taps into the potential of AI for a festive campaign centered on personalized festive cards, merging GPT-4 and DALL-E technologies.
The initiative marks Coca-Cola's innovative approach to user-generated content (UGC), using AI as a means to resonate with contemporary audiences. By leveraging AI capabilities, the corporation shares its holiday brand assets, enabling anyone to craft unique digital holiday cards.
Accessible through CreateRealMagic.com, consumers can experiment with holiday-themed content to design and share their personalized holiday cards, incorporating iconic Santa Claus branding. By infusing these beloved assets with new technology, Coca-Cola aims to reintroduce these images to a younger demographic.
Empowering Creative Expression through Positive AI Use Cases
As global companies increasingly embrace UGC, leveraging AI has become a norm to aid in diverse tasks and activities. Generative AI tools, capable of producing various media, including articles, images, and video recommendations indistinguishable from human-made content, are gaining traction.
Coca-Cola's endeavor builds upon the success of Create Real Magic, pioneering the fusion of GPT-4, generating human-like text, and DALL-E, creating images from text. These AI tools enable users to reimagine and share the company's images, fostering global connections.
Numerous global companies have already integrated this AI technology to enhance consumer engagement and interaction.
Pratik Thakar, Coca-Cola's Global Head of Generative AI, underscores the intent to create a positive outlet for creativity during the 2023 holiday season.
He expresses, "We're bridging culture, creativity, and technology. Create Real Magic urges consumers to harness AI in crafting art with iconic elements from Coca-Cola's archives. #CreateRealMagic cards offer a unique way to celebrate people and holidays using AI. We're genuine yet enchanting, and this campaign reaffirms that."
Encouraging user-generated content underscores the company's embrace of AI's potential, aiming to unite people through classic Coke branding during the holiday season.
"AI offers an unparalleled opportunity to engage in the digital innovation landscape. By leveraging cultural moments like holidays, we strive to discover innovative avenues for audience engagement and learning," emphasizes Selman Careaga, President at Global Coca-Cola Category.
Consumers worldwide can generate artwork to share as holiday cards, with Coca-Cola showcasing consumer-created artwork on digital billboards globally, including iconic locations like New York's Times Square and London's Piccadilly Circus.
This 2023 global festive campaign spans multiple platforms and will be adapted across over 80 markets worldwide. Coca-Cola's affirmative narrative extends across diverse channels, from TV advertisements to physical experiences like the Coca-Cola Christmas Truck tour and local charity partnerships. Digital initiatives like the 'Create Real Magic' AI Christmas Card generator and 'Find Your Inner Santa' quiz further amplify the company's positive impact during the festive season.
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