Coca-Cola and Artificial Intelligence: Unleashing Digital Creativity

Coca-Cola is reimagining user-generated content (UGC) with the power of AI to resonate with the new generation of consumers.

The company is sharing its holiday brand assets for anyone to use in designing customized digital holiday cards using the latest AI technology.

On its CreateRealMagic.com page, consumers can try their hand at creating their own shareable holiday cards using available holiday-themed content, including the iconic classic Santa Claus brand. By sharing these storytelling assets with consumers and allowing them to be seen through the prism of new technology, Coca-Cola hopes these images can be rediscovered by the younger generation.

Positive use case of AI: Allowing creative expression

As users become increasingly open to using AI to assist with various tasks and activities, UGC is being adopted by global companies. Generative AI tools have the ability to generate a wide range of media content, including articles, images, and video recommendations that are on par with human-created content.

Coca-Cola's initiative is built on the success of Create Real Magic - the first platform that combines the capabilities of GPT-4, which can generate human-like text based on search engine queries, and DALL-E, which can generate images based on text. With these AI tools, users will be able to reimagine and share some of the company's images with the goal of building global connections.

Many global companies have already deployed this new AI technology to enhance their business capabilities. A common goal is to better interact and engage with consumers using AI.

Coca-Cola's Global Head of Generative AI, Pratik Thakar, said that Coca-Cola aims to create a positive space during the 2023 holiday season for people to express their creativity.

He said, "We are connecting the dots between culture, creativity, and technology. The Create Real Magic platform invites consumers to use AI to create artwork using iconic creative elements from Coca-Cola's archives. #CreateRealMagic cards are the perfect way for us to celebrate people and the holidays using AI. We are humble yet iconic, real yet magical, and this latest campaign is proof of that."

Coca-Cola adopts a 'user-first' AI mindset

As people are empowered to create their own products, the company is delving into the potential of AI and aims to bring people together during the holiday season through its classic Coca-Cola brand.

"AI provides us with a unique opportunity to connect with the changing world of digital innovation and, by participating in cultural moments like the holidays, we can find new and innovative ways to engage and connect with our audience and continue learning in this space," said Selman Careaga, Global Category President of Coca-Cola.

People from around the world will be able to generate artwork and share it with loved ones as holiday cards. Coca-Cola will also showcase consumer-created artwork on digital billboards worldwide, such as Times Square in New York and Piccadilly Circus in London.

This global holiday campaign for 2023 will come to life in various forms and will be adopted by over 80 markets worldwide. Coca-Cola's positive narrative will also extend across all channels - from TV advertisements to live experiences like the classic Coca-Cola Christmas truck tour, to local charity partnerships, to digital initiatives like the 'Create Real Magic' AI Christmas card generator and the 'Find Your Inner Santa' quiz.

This global holiday campaign for 2023 will come to life in various forms and will be adopted by over 80 markets worldwide. Coca-Cola's positive narrative will also extend across all channels - from TV advertisements to live experiences like the classic Coca-Cola Christmas truck tour, to local charity partnerships, to digital initiatives like the 'Create Real Magic' AI Christmas card generator and the 'Find Your Inner Santa' quiz.