Sprite launches GenAI chatbot in partnership with Complex Media

Coca-Cola’s lemon-lime soda brand partners with music and culture publisher to celebrate the 50th anniversary of hip-hop.

Music and culture publisher Complex Media, a part of BuzzFeed Inc., debuted a marketing activation Monday that uses generative artificial intelligence to power an interactive chatbot that produces bespoke album covers to celebrate the 50th anniversary of hip-hop.

The landing page, produced in partnership with Sprite, reflects advertisers’ growing interest in being associated with the buzzy technology. It also demonstrates one of the ways in which media companies can tap into that desire to land direct sponsorship deals. The publisher declined to share financial specifics.

“Artificial intelligence brings a level of personalization to an experience that we know resonates with a Gen Z audience,” said Andrew Guendjoian, the head of sales for BuzzFeed Inc. “It encourages interactivity, and it looks different from the other kinds of content our users are consuming.”

More broadly, the campaign marks the latest iteration of publishers’ ongoing experimentation with generative AI, which has captured the attention of the industry due to its disruptive potential.

Full story at AdWeek.