Coca-Cola's AI strategy has completely shifted the way commercials get made—consumers create the ads.
The beverage brand extended its generative AI campaign for the holidays. In March, Coca-Cola launched the Create Real Magic site, allowing fans to use OpenAI’s image and text generators to make artwork infused with the brands’ iconography. The AI-powered site got an upgrade in time for Diwali, Christmas and other holidays, after OpenAI released a new version of DALL-E, the AI image-maker. For the holiday season, consumers can use the service to make greeting cards based on Coca-Cola’s brand assets.
“We have worked with some of the best agencies, we have worked with some of the best artists, like Andy Warhol,” Pratik Thakar, Coca-Cola’s head of global creative strategy and content, told Ad Age recently. “Coca-Cola has worked with Hollywood filmmakers and music creators, and everyone, but now it’s a time to democratize, use technology, put power in the consumer’s hand.”
Coca-Cola’s holiday campaign includes promoting the Create Real Magic website, where the tools have evolved. People can spin up holiday-themed images and tell ChatGPT to help write a holiday message. As it did with its first foray into generative AI earlier this year, some of the artwork from creators could become real-world billboards.