As part of a global holiday initiative, Coca-Cola has introduced its second innovative AI project this year.
Utilizing Create Real Magic, a holiday card generator powered by artificial intelligence, the long-standing company is granting public access to its extensive collection. Through a user-friendly interface, individuals can explore holiday-themed content, selecting images and customizing greetings using advanced AI text capabilities accessible on various social platforms and WhatsApp. This innovative tool was developed through the collaboration of GPT-4 and Dall-E2 technologies.
Pratik Thakar, the global head of conceptual AI at Coca-Cola, emphasized the goal of democratizing this tool to facilitate personalized connections among users. He highlighted the uniqueness of each creation, underscoring the special touch individuals bring to their messages.
Accessible until December 26, the AI platform showcases iconic Coca-Cola assets, including the classic Santa Claus illustrations by Haddon Sundblom from 1931 and the beloved polar bear family introduced in 1993.
Earlier this year, Coca-Cola partnered with Bain & Company and OpenAI, the creators of ChatGPT, to launch the first iteration of the Create Real Magic initiative. This allowed developers to produce digital artwork for posters displayed in New York and London. Within a short span of 11 days, the AI-powered campaign generated approximately 120,000 unique creations organically, without paid promotions. Users engaged with the program for an average of eight minutes, highlighting its appeal and effectiveness.
Building upon the success of previous AI versions, the current campaign leverages ChatGPT and Dall-E to enable users to craft greetings in various local languages across Europe, Japan, India, and Latin America. Despite challenges faced by marketers in bridging the AI language gap with earlier versions like GPT-3, Coca-Cola remains at the forefront of technological innovation in the AI landscape.
Emphasizing a culture of innovation, Coca-Cola’s marketing approach involves rigorous testing of diverse AI tools and methodologies before selecting the most suitable and secure options. The company focuses on pilot initiatives, gathering insights, and refining strategies for broader implementation, drawing on a talented pool of technologists and AI experts.
Following the March pilot campaign, experts convened at Coca-Cola’s ‘True Magic Creative Academy’ workshop in August, recognizing the need to enhance user experience by simplifying the interface and expanding the range of themes and patterns to appeal to a broader audience beyond creators. Thakar highlighted ongoing efforts to streamline the user interface and enhance image and text quality as technology continues to evolve.
