- Coca-Cola unveiled a man-made intelligence (AI) platform that’s the first of its kind to mix OpenAI’s GPT-4 and DALL-E technologies, per an organization blog post. “Create Real Magic” was developed through a partnership between OpenAI and Bain & Company.
- Consumers in select markets can visit createrealmagic.com through March 31 to access Coke-branded elements to be used in AI-powered art. Artists can submit work for a probability to be featured on digital billboards in New York City and London.
- Thirty creators will likely be chosen for the Real Magic Creative Academy at Coke’s headquarters in Atlanta, Georgia, where they are going to co-create content. “Create Real Magic” demonstrates the fast pace at which generative AI marketing initiatives are rolling out.
Coca-Cola’s debut of “Create Real Magic” offers yet one more sign of how quickly generative AI has grow to be the shiniest penny in marketing. This is the primary output from a partnership between consultant Bain & Company and AI developer OpenAI that was announced lower than a month ago. Coke is the primary marketer to benefit from the alliance and has expressed bullishness across the potential for generative AI marketing.
“Coca-Cola remains to be within 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 imagine will help create the industry’s handiest and efficient end-to-end marketing model.”
“Create Real Magic” combines OpenAI’s GPT-4, the startup’s most advanced large language model to date, and DALL-E, which generates images based on text prompts. By opening the platform to digital creatives world wide, Coke hopes to democratize each its brand iconography and “highest-profile promoting assets,” Pratik Thakar, global head of creative strategy and integrated content for the Coca-Cola Trademark, stated within the announcement. Thakar also said the experiment is supposed to display Coke’s commitment to testing and scaling AI technology quickly.
Coke tapped 4 AI artists in several markets — Emma Sofija (U.S.), Chris Branch (Europe), Paul Parsons (Europe) and Ean Hwa Huag (Asia) — to kickstart the campaign. It may also operate a workshop program for 30 creatives who will get to use the tools to co-create content that could possibly be leveraged for licensed merchandising, digital collectibles and more. Participants will likely be credited for his or her work, according to the blog post, perhaps nodding to the best way that artists whose work has been used to train AI models haven’t all the time been recognized or compensated.
Early bets on generative AI are one other way Coke is extending a “Real Magic” brand platform introduced two years ago that centers on shared moments of human connection. Art has been a recent focus of the initiative. The soft drink giant earlier this month launched a worldwide campaign, titled “Masterpiece,” that uses classic and contemporary art to highlight diverse creators and position Coke as a source of uplift. The effort features a high-gloss short film, online gallery, 3D billboards and digital collectibles.
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