Coca-Cola makes bubbly bets on AI for creative assets, customer service
Coca-Cola makes bubbly bets on AI for creative assets, customer service
Focusing on AI has become a main point for 2023, especially in such companies like Coca-Cola. The company emphasised that they were first to team up with OpenAI and Bain & Company, using ChatGPT and DALL-E text and image generators to improve marketing abilities, business operations and advance AI capabilities.
Additionally, the announcement acknowledged the company's Create Real Magic platform, which came just a month after the Bain/OpenAI partnership was revealed. This platform enabled consumers to generate unique artwork using AI, featuring well-known creative assets from Coca-Cola's archives. The company also stated its desire to leverage AI to optimise customer service and ordering, as well as collaborate with its bottling partners to enhance point-of-sale material creation.
During an interview with VentureBeat, Pratik Thakar, global head of strategy for the Coca-Cola brand, expressed that these initiatives are only in their early stages. Thakar referred to the generative AI utilised in the Create Real Magic campaign, stating that he believes it will become commonplace.
Additionally, his team is trialling video tools, such as runway and exploring the potential of AI in marketing and other creative fields. The company's initial exploration into AI-generated art commenced in October of last year, while producing their "Masterpiece" short film that recently aired.
Thakar explained that their post-production team required AI to meet tight deadlines and achieve the required level of perfection. Consequently, they explored various platforms and ultimately utilised Stable Diffusion. As of January, Thakar's team had started testing ChatGPT, Midjourney and DALL-E, discovering the rapidly evolving nature of the generative AI space.
They initiated a creative AI incubator and the idea of partnering with +OpenAI was suggested by Coca-Cola's consulting firm, Bain & Company. After settling on the concept of having artists experiment with Coca-Cola's branding assets, Thakar's team recruited three artists from various parts of the globe to kickstart the project. Together, they produced roughly 350 pieces of artwork as a starting point.
In collaboration with Bain and OpenAI, Thakar's team introduced the Create Real Magic platform and competition, which provided fans with a collection of Coca-Cola branding assets to work with. These elements included the iconic Coca-Cola contour bottle and Spencerian script logo, as well as famous symbols from Coca-Cola's advertising history, such as the Coca-Cola Santa Claus and Polar Bear. Fans were given eleven days in March to access these assets and use them as a creative canvas to experiment with the available AI tools.
AI Catalog's chief editor
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