Coca-Cola teamed with OpenAI & Bain & Co. to build “Create Real Magic” platform. Coca-Cola says it is the first consumer application of AI technology for marketing, combining the capabilities of the latest versions of GPT, which produces human-like text from search engine queries, and DALL-E, which produces images based on text.
“Create Real Magic” is the first output of The Coca-Cola Company’s collaboration with a new global services alliance launched by Bain & Company and OpenAI. Coca-Cola is the first company to engage with the alliance, which combines Bain’s digital implementation capabilities and strategic expertise with OpenAI’s tools.
In March 2023, Coca-Cola invited digital artists to use the “Create Real Magic” platform, use Coca-Cola’s dozens of branded elements, experiment and create designs, and submit their work for the opportunity to be featured on Coke’s digital billboards in New York’s Time Square and London’s Piccadilly Circus.
“We’re excited to unleash the next generation of creativity offered by this rapidly emerging technology,” said James Quincey, Chairman and CEO, The Coca-Cola Company. “We see opportunities to enhance our marketing through cutting-edge AI, along with exploring ways to improve our business operations and capabilities.” Pratik Thakar, Global Head of Creative Strategy and Integrated Content for the Coca-Cola Trademark, said that the “Create Real Magic” initiative and platform are part of the company’s commitment to adopt new technologies and adapt to the new AI ecosystem.
A group of selected 30 creators are supposed to travel to Coca-Cola’s Company’s global headquarters for a 3-day workshop. The designed works could be used for merchandising and more. Participants will be credited for their work. Not only that the company is looking to leverage OpenAI’s technology in its marketing function to re-imagine how they produce creative content, but it is also exploring ways to leverage AI beyond marketing – from internal knowledge management and workflows, to customer service and ordering, and to point-of-sale material creation in collaboration with Coca-Cola bottlers.
