Coca-Cola’s AI Website Lets Fans ‘Create Real Magic’ With Its Iconic Images
By Alexa Heah, 21 Mar 2023
Lovers of Coca-Cola can now channel their appreciation for the beverage in the form of art, as the company introduced an artificial intelligence (AI) tool that allows fans to create designs from some of the brand’s most iconic images.
Ranging from the drink’s classic contoured bottle to its Christmas polar bears and recognizable Santa Claus figure, the pictures can be accessed at a brand-new site powered by OpenAI’s latest DALL-E and GPT systems.
Digital creatives from 17 countries, including the United States, can choose from dozens of branded elements—such as pictures, logos, and symbols—to work on their own creative interpretation of the brand.
According to the company, entries submitted could end up being picked to feature on Coca-Cola’s digital billboards in New York’s Times Square and London’s Piccadilly Circus.
“We’re excited to unleash the next generation of creativity offered by this rapidly emerging technology. We see opportunities to enhance our marketing through cutting-edge AI,” said Chairman James Quincey.
“It’s an experiment to see where co-creation can take us. We’re moving at the speed of culture with an innovative program that’s very tangible for the creative community,” concurred Global Head of Creative Strategy, Pratik Thakar.
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Furthermore, a group of 30 creators will be selected from the pool to travel to the brand’s global headquarters in Atlanta to attend a ‘Real Magic Creative Academy’ workshop hosted by Coke’s Global Design and Creative teams.
As per Fast Company, participants submitting their designs will own the rights to their own components of the collaterals, while Coca-Cola will retain the rights to its branding imagery.
[via Fast Company and Bloomberg, images via The Coca-Cola Company]
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