Coca-Cola launches GenAI-powered holiday campaign
Coca-Cola again embraces the power of generative AI (for the third time this year) in its new holiday campaign, allowing users to create digital greeting cards using iconic brand assets.
Coca-Cola has rolled out its third generative AI initiative of the year, this time as part of a global holiday campaign.
The 130-year-old brand is opening its vault to the public via Create Real Magic, an artificial intelligence-powered holiday card generator. Built on the combined capabilities of GPT-4 and Dall-E 2, within a few clicks people can experiment with holiday-themed content, from selecting images to personalizing holiday greetings through generative AI-driven text capabilities, shareable across social platforms and WhatsApp.
“We are almost democratizing this tool for people to connect in a more personalized way,” said Pratik Thakar, global head of generative AI at Coca-Cola. “Because the way [you] prompt and write messages is unique, what [you] create never gets created again.”
Available through Dec. 26, the AI tool provides access to some of the beverage giant’s most iconic assets, including the cherished depictions of Santa Claus created in 1931 by Haddon Sundblom as well as the company’s family of polar bears, first introduced in 1993.
Earlier this year, Coke inked a deal with ChatGPT maker OpenAIand Bain & Company. That was followed by Coca-Cola’s first Create Real Magic campaign in March, which allowed creators to build out-of-home digital art meant for billboards in New York and London. The AI campaign saw nearly 120,000 image creations within 11 days, all without utilizing paid media. Users, on average, spent nearly eight minutes on the platform, said Thakar.
