Coca-Cola has launched a platform powered by AI called 'Create Real Magic.' A total of thirty content creators will be chosen to participate in the Real Magic Creative School at Coke's corporate headquarters in Atlanta, Georgia. The campaign sees OpenAI's GPT-4 utilized to create images based on text prompts. The effort aims to democratize Coke's brand iconography and "highest-profile advertising assets" and show the company's dedication to rapidly testing and deploying AI technologies for wider use.
“Coca-Cola is still in the early days of assessing AI’s potential impact,” said Manolo Arroyo, global chief marketing officer at Coke, in a press statement. “We’re just scratching the surface of what we believe will help create the industry’s most effective and efficient end-to-end marketing model.”
Image Credit: Coca-Cola
Key Themes Behind This Trend
- AI-generated Art
- Opportunity for companies to use AI and machine learning to create iconic imagery and democratize brand representation.
- Democratization of Advertising Assets
- Potential for companies to leverage AI and open-access programs to give a broader range of consumers the chance to participate in the creation of brand-related materials.
- Rapid AI Deployment
- Opportunity for companies to test and deploy AI technologies more quickly to optimize their marketing strategies.
Where This Applies
- Consumer Goods
- Consumer goods companies could use AI to create more iconic brand imagery that resonates with a wider range of demographics.
- Marketing
- Opportunity for marketing and advertising agencies to leverage AI technologies to create more efficient and effective campaigns.
- Education
- Opportunity for educational institutions to integrate AI into the curriculum, providing students with hands-on experience working with AI technologies to develop problem-solving skills.
