Marketing Excellence Awards 2023 Singapore
Coca-Cola unleashes new generation of UGC with AI art creation

Coca-Cola unleashes new generation of UGC with AI art creation

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Digital creatives around the world can use AI to generate original artwork with iconic creative assets from the Coca-Cola archives. Built exclusively for Coca-Cola by OpenAI and Bain & Company, “Create Real Magic” platform combines the capabilities of GPT-4, which produces human-like text from search engine queries, and DALL-E, which produces images based on text.  Fans in select countries are now able to access to dozens of branded elements – from the distinctive Coca-Cola contour bottle and Spencerian script logo, to storied symbols from Coke’s advertising archives such as the Coca-Cola Santa Claus and Polar Bear – as a canvas for AI-powered experimentation and creative iteration. 

Through the “Create Real Magic” contest, artists can download and submit their work for the opportunity to be featured on Coke’s digital billboards in New York’s Time Square and London’s Piccadilly Circus. 

“Create Real Magic” is the first output of The Coca-Cola Company’s collaboration with a new global services alliance launched by Bain & Company and OpenAI. “We’re excited to unleash the next generation of creativity offered by this rapidly emerging technology,” said James Quincey, chairman and CEO, The Coca-Cola Company. “We see opportunities to enhance our marketing through cutting-edge AI, along with exploring ways to improve our business operations and capabilities.”

Pratik Thakar, global head of creative strategy and integrated content for the Coca-Cola Trademark, said “Create Real Magic” signals the company’s commitment to move quickly to test, learn and scale ideas using AI. 

“It’s an experiment to see where co-creation can take us,” Thakar said. “We’re moving at the speed of culture with an innovative program that’s very tangible for the creative community. Create Real Magic gives digital artists the unique opportunity to play in a custom-created sandbox, powered by GPT-4 and DALL-E, and democratizes both our brand iconography and highest-profile advertising assets.” 

A group of 30 creators will be selected to travel to The Coca-Cola Company’s global headquarters in Atlanta this summer for the “Real Magic Creative Academy,” a three day-workshop curated by Coke’s Global Design and Creative teams in partnership with OpenAI. The collective will co-create content that could be used for Coca-Cola licensed merchandising, digital collectibles and more. Participants will be credited for their work.

The campaign is part of Coca-Cola’s “Real Magic” global brand platform, which is rooted in the idea that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary. 

“Real artists, actual humans, are using AI technology, which is algorithmic and mathematical, to create an output that’s truly magical,” Thakar said.

Coca-Cola is still in the early days of assessing AI’s potential impact, said Manolo Arroyo, global chief marketing officer. “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,” he said. “We will begin to leverage OpenAI’s technology in our marketing function to re-imagine how we produce creative content, increasing the velocity from weeks to days. We see many applications of AI – including content creation and rapid iteration, hyper-personalising content and messaging for consumers and customers, and driving two-way conversations with consumers.” 

Last month, Coca-Cola announced its plans to begin experimenting with artificial intelligence (AI) tools such as ChatGPT when it comes to its digital and marketing communications, according to media reports. 

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today:

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