Coke expands collaboration with creators and AI

Aug 22

Aug 22 Coke expands collaboration with creators and AI

The beverage giant has been on a roll lately, leaning into emerging technologies including NFTs and generative AI. Recently the brand went even deeper into GenAI by inviting 30 creators to its Real Magic Creative Academy.

Coca-Cola Co.—which has leaned into AI-enabled marketing more than most marketers—is relying on a diverse group of digital artists and companies focused on tech and fashion to help create ads that will debut in the coming weeks.
The work will be informed by what the beverage giant has dubbed the Real Magic Creative Academy, a three-day event held last week. The event included 30 creators who were selected earlier this year when Coca-Cola opened a digital “sandbox” allowing them to create Coke-related art using DALL-E and GPT-4 (the latest version of ChatGPT from OpenAI). Technology companies Nvidia and Bain & Company also participated. Creative sessions took place with fashion brands A Bathing Ape and Highsnobiety.
Pratik Thakar, senior director of generative AI at Coca-Cola, said the program underscores Coke’s desire to be at the forefront of AI in marketing and popular culture, while building on its equity in art and collaboration. Work from the academy will appear in future Coke advertising, he said.