6 Ways Coca-Cola Uses Generative AI For Advertising & Marketing

All through 2023, Coca-Cola has embraced generative AI expertise from OpenAI and Secure Diffusion in its promoting, launching a number of experiential advertising and marketing campaigns.

These campaigns show the transformative influence of AI on advertising and marketing, mixing expertise with creativity to succeed in audiences in new and interesting methods.

Proceed studying to discover the six promoting and advertising and marketing campaigns Coca-Cola created in 2023 using generative AI expertise.

1. An AI Chatbot For Instagram With Native Search Outcomes

Coca-Cola’s AI chatbot, promoted via an Instagram newsfeed advert, connects individuals to native eating places of their metropolis for the “good meal” through direct messaging.

As soon as you discover the fitting restaurant, you possibly can go on to OpenTable to seek out out extra about it or make a reservation.

The native search outcomes supplied by Coca-Cola’s AI chatbot in Instagram direct messages are seemingly powered by Bing, contemplating that:

• Coca-Cola makes use of OpenAI expertise for a few of its generative AI experiences.
• Microsoft launched OpenTable in Bing AI chat to attach customers with close by eating places.
• Microsoft labored with Meta to deliver Bing search to Meta AI chatbots.

Screenshot from Instagram, December 2023

2. An AI Picture Generator Utilizing GPT-4 And DALL·E

In February, Bain & Firm introduced an alliance with OpenAI to supply corporations like Coca-Cola superior methods to make the most of GPT-4 and DALL·E.

With this distinctive AI expertise, Coca-Cola created the Actual Magic platform, which permits customers to generate authentic art work utilizing property from Coca-Cola’s archives.

For the vacations, guests can create AI-generated Christmas playing cards for household and associates.

Screenshot from Google/Coca-Cola, December 2023

Coca-Cola promoted its vacation AI card generator utilizing Google Ads in search. You possibly can see an instance of the advert in a cellular search above and an instance of the advert in a search on a desktop browser beneath.

The 20 areas close by are comfort shops and different companies that will sometimes promote Coca-Cola merchandise.

Screenshot from Google, December 2023

Coca-Cola additionally created an advert marketing campaign on Fb and Instagram to introduce social media audiences to the Actual Magic vacation app.

Screenshot from Fb Advert Library, December 2023

It’s price mentioning that Coca-Cola presents a separate Phrases of Service for AI and specifies that customers have to be 18 years or older to make use of the AI card generator. OpenAI solely requires customers to be 13 years previous in its TOS.

3. A Contest For Consumer-Generated Content material

Earlier this yr, after asserting its partnership with OpenAI, Coca-Cola invited creators to take part within the Create Actual Magic contest to generate authentic art work with branded Coca-Cola property, GPT-4, and DALL·E.

Artists in choose international locations might submit their creations for an opportunity to be featured on Coca-Cola’s digital billboards in New York’s Instances Sq. and London’s Piccadilly Circus.

The campaign demonstrated how a model can encourage followers with minimal graphic design to create user-generated content material (UGC). It additionally allowed Coca-Cola to refine the AI expertise earlier than the launch of the vacation card generator.

Screenshot from Coca-Cola, December 2023

Coca-Cola manufacturers like Topo Chico share AI-generated photographs on social media, noting that AI has dramatically elevated the amount of art work created by followers.

Screenshot from Instagram, December 2023

4. Video Advertising That includes Reimagined Artwork

Coca-Cola continued selling Actual Magic in Masterpiece, a video that includes reimagined artwork all through the years.

The AI-generated artwork that includes Coca-Cola branded property can also be accessible as collectible digital assets.

ᴏɴᴄʜᴀɪɴ 🟡 ꜱᴜᴍᴍᴇʀ@CocaCola is bringing their International Masterpiece marketing campaign onchain with iconic works from main artists.

Mint now: https://t.co/xTWyI3O7IW pic.twitter.com/9wxFgt8qOh

— Coinbase 🛡️📞 (@coinbase) August 13, 2023

5. An Out-Of-House Promoting Expertise

Coca-Cola Creations concluded one other yr of limited-edition releases with a weeklong OOH promoting expertise known as “Vacation spot Y3000” in Las Vegas.

The takeover of The Sphere highlighted Coca-Cola’s new Y3000 taste, the primary to be co-created by people and AI. Coca-Cola’s Selman Careaga shared perception into the method in an interview.

“The intent was to make use of AI and HI to grasp how individuals consider the long run: the feelings, the colour, the flavors, the style. We used these insights after which we labored with our R&D workforce they usually got here up with a components for Y3000.”

The experience featured dynamic projections, showcasing futuristic cityscapes and a world imagined by generative AI on The Sphere’s Exosphere.

If you’re curious how a lot an OOH expertise prices at The Sphere, the charges had been allegedly leaked earlier this yr:

Promoting charges for the $2.3 billion MSG Sphere have been leaked.

• $450,000 for the day
• $650,000 for the week

These costs embrace working with MSG’s 300+ designers on the inventive & they estimate 4.7 million every day impressions (300k in individual & 4.4M on social).

Loopy. pic.twitter.com/mNRyyS4OYK

— Joe Pompliano (@JoePompliano) October 2, 2023

Google Helps Use Of Machine Studying For Inventive Content material

The Sphere lately featured the work of internationally acclaimed media artist Refik Anadol, who harnessed the facility of AI to create “Machine Hallucinations: The Sphere.”

Pricey associates, I’m deeply honored to be part of the opening of The Sphere as the primary artist in residence with legends U2 and Darren Aronofsky! I can’t wait to share extra of many experiments on The Sphere. pic.twitter.com/sASp5VZjcM

— Refik Anadol (@refikanadol) October 2, 2023

Since his 2016 Google AMI Residency, Anadol has reworked huge datasets of area, nature, and concrete areas into dynamic visualizations, revealing hidden features of actuality via generative AI algorithms, together with DCGAN, PGAN, and StyleGAN.

Google’s Artists + Machine Intelligence (AMI) program is an initiative targeted on nurturing a neighborhood of inventive professionals and researchers working with machine studying.

6. An Augmented Actuality Expertise With Secure Diffusion

Along with the OOH promoting expertise in Las Vegas, Coca-Cola leveraged experiential product advertising and marketing by creating an augmented actuality (AR) expertise for Y3000 utilizing Stable Diffusion.

The expertise transports any setting you {photograph} into “the long run” imagined by generative AI.

Screenshot from Coca-Cola, December 2023

It’s accessible for smartphone customers solely, providing a QR code for guests on a desktop browser.

Screenshot from Coca-Cola, December 2023

The QR code was labeled as “seemingly” created by AI in accordance with an AI picture detector that makes an attempt to determine photographs created with DALL·E, Secure Diffusion, and different well-liked AI picture turbines.

Screenshot from AI or Not, December 2023

Conclusion

All through 2023, Coca-Cola’s strategic adoption of generative AI applied sciences from OpenAI and Secure Diffusion marked a big shift in its promoting and advertising and marketing approaches.

From interactive AI chatbots and user-generated content material contests to immersive augmented actuality experiences and modern OOH promoting, these initiatives showcased Coca-Cola’s dedication to mixing cutting-edge expertise with inventive advertising and marketing to have interaction audiences in novel and dynamic methods.

It additionally provides entrepreneurs and advertisers inspiration for future use circumstances of generative AI in model advertising and marketing.

Featured picture: Luciano Mortula – LGM/Shutterstock