Coca-Cola has teamed up with consulting firm Bain & Company and artificial intelligence (AI) research institute OpenAI to launch a new platform called “Create Real Magic”. This platform allows digital creatives to generate original artwork using AI-powered tools. The new platform combines the capabilities of GPT-4 and DALL-E, two of OpenAI’s advanced AI models, and allows users to experiment with branded elements from Coca-Cola’s archives. This includes the Spencerian script logo and the Coca-Cola Santa Claus.
Contest invites artists to submit their work
The Create Real Magic contest invites artists to submit their work for the chance to be featured on digital billboards in New York’s Times Square and London’s Piccadilly Circus. The contest is open to everyone and encourages digital artists to experiment with Coca-Cola’s brand iconography and advertising assets. The company expects participants to share their creations on social media, generating free advertising for the brand.
Coca-Cola’s “Real Magic” global brand platform
Coca-Cola’s “Real Magic” initiative has been set up to bring about extraordinary moments through collaboration. It aims to make the mundane into something special & create connections that last. The company is still in the early stages of assessing the potential impact of AI, but aims to use OpenAI’s technology to increase the velocity of content creation and rapid iteration, personalise content and messaging for consumers, and drive two-way conversations.
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Coca-Cola’s “Real Magic” creative academy
Coca-Cola’s “Real Magic” creative academy is rolling out an amazing new platform & contest as a part of its initiative. Additionally, top 30 creators will be invited to a three-day workshop at the company’s worldwide headquarters in Atlanta. Coca-Cola’s Global Design and Creative teams are putting together a workshop where OpenAI will be joining them. The goal of the session is to collaborate in order to generate content suitable for Coca-Cola licensed merchandising, digital collectibles & more. Every person involved in the process will be credited fairly for their contributions.
Coca-Cola’s experimentation with AI tools
Coca-Cola has been experimenting with AI tools such as ChatGPT for its digital and marketing communications. Recent campaigns include digital collectibles powered by NFT solutions company Tafi and a range of “phygital” offerings with prizes such as augmented reality filters and Coachella passes.
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Coca-Cola’s commitment to moving quickly to test, learn and scale ideas using AI
The Create Real Magic platform is designed to democratise Coca-Cola’s brand iconography and advertising assets, offering digital artists the opportunity to experiment with the company’s archive using AI-powered tools. The platform represents the company’s commitment to moving quickly to test, learn and scale ideas using AI, and to co-create content that can be used in Coca-Cola’s merchandising and other products.
Coca-Cola’s aim to create the most effective and efficient end-to-end marketing model
Overall, Coca-Cola’s partnership with Bain & Company and OpenAI represents the company’s foray into using AI to enhance its marketing and business operations. By leveraging OpenAI’s technology, Coca-Cola aims to create the industry’s most effective and efficient end-to-end marketing model. This includes exploring the many applications of AI to enhance content creation, personalise content and messaging for consumers, and drive two-way conversations.
