‘Create Real Magic’ Contest: Coca-Cola’s AI-Powered Journey into Creativity
Janice’s Daily Explore & Learning
29/11/2023
In an exciting leap into the world of artificial intelligence (AI), Coca-Cola, the global beverage giant, is embarking on a groundbreaking marketing initiative called ‘Create Real Magic.’ By harnessing the capabilities of OpenAI’s DALL-E 2 and GPT-4, Coca-Cola seeks to revolutionize its creative content production and engage with the digital artist community like never before. By starting my series of “Janice’s Daily Explore & Learning”, I would like to share my appreciation to Coca Cola’s campaign.
Unleashing the Power of AI
Imagine a world where machines can bring your imagination to life. That’s precisely what Coca-Cola is aiming for with ‘Create Real Magic.’ By partnering with OpenAI and consultancy firm Bain & Company, Coca-Cola is pushing the boundaries of AI technology to explore new horizons and revolutionize its marketing strategies.
An Artistic Playground
The heart of this initiative lies in the ‘Create Real Magic’ contest, an extraordinary opportunity for digital artists to showcase their talents. Through the combined power of DALL-E 2 and GPT-4, artists can breathe life into their ideas by providing text prompts to DALL-E 2, which will swiftly generate stunning visuals. And that’s not all — GPT-4 will work its magic, crafting captivating narratives and messages to accompany these artworks. Coca-Cola has transformed their campaign into a platform, the “Real Magic” platform allows users to engage through unique and ownable experiences. People can create their own memories with the brand, and build up their belongings.
The Real Magic Creative Academy
But Coca-Cola’s commitment to nurturing artistic talent doesn’t stop there. Out of the countless submissions, 30 fortunate artists will be selected to participate in the ‘Real Magic Creative Academy,’ an exclusive three-day workshop hosted at Coca-Cola’s vibrant headquarters in Atlanta. This collaborative event is designed to inspire creativity, encourage exploration, and forge new connections within the realm of AI-powered artistry.
Manik Thakar’s Vision
Manik Thakar, Coca-Cola’s visionary Chief Technology Officer, envisions ‘Create Real Magic’ as an audacious experiment in co-creation. By immersing themselves in the rapidly evolving cultural landscape, Coca-Cola aims to stay ahead of the curve and embrace innovative programs that resonate with the creative community. Through DALL-E 2 and GPT-4, Coca-Cola seeks to democratize its brand iconography and highest-profile advertising assets, inviting digital artists to play in a custom-created sandbox of limitless possibilities.
The Power to Redefine
Coca-Cola’s ambitions extend far beyond marketing. The company is actively exploring ways to leverage AI in various aspects of its operations. From internal knowledge management and streamlining workflows to enhancing customer service experiences and even collaborating with Coca-Cola bottlers for the creation of AI-powered point-of-sale materials, the potential applications of AI seem boundless.
By embracing AI technology, Coca-Cola aims to redefine the creative content production process and increase its velocity from weeks to mere days. Imagine the possibilities of hyper-personalizing content and messaging, enabling Coca-Cola to establish meaningful connections with consumers on an individual level. Furthermore, AI facilitates two-way conversations with consumers, providing invaluable insights and shaping the future of Coca-Cola’s marketing strategies.
A Journey into the Future
Coca-Cola’s bold venture into the realm of AI signifies its commitment to innovation and enhancing customer experiences. ‘Create Real Magic’ represents a significant leap forward, where emerging technologies merge with artistic collaboration. Through this partnership with OpenAI and Bain & Company, Coca-Cola embarks on an exciting journey of exploration, unlocking the untapped potential of AI in marketing and beyond.
After this marketing and advertisement campaign in April, Coca-cola has a new Christmas campaign which allow customer and artisits to create their christmas card by using generative AI. Artworks will be shared in the community and viewed by the others. This campaign has let me reflect on how AI can be used in the marketing field, and allow me to stay open-mind on how new technologies can be utilised.
Play with their “Real Magic”! https://www.createrealmagic.com/
References:
Wright, W. (2023, March 20). Coke launches ‘Create Real Magic’ AI art contest using GPT-4 and Dall-E 2. The Drum. Retrieved from https://www.thedrum.com/news/2023/03/20/coke-launches-create-real-magic-ai-art-contest-using-gpt-4-and-dall-e
Coca-Cola Company. (n.d.). Coca-Cola Invites Digital Artists to ‘Create Real Magic’ Using New AI Platform. Retrieved from https://www.coca-colacompany.com/media-center/coca-cola-invites-digital-artists-to-create-real-magic-using-new-ai-platform
