How Coca-Cola uses Generative AI in its marketing efforts

This blog post showcases how a cutting edge brand like Coca Cola uses Generative AI in its marketing efforts.

Mar 1, 2024

Coca-Cola Generative AI marketing

Coca-Cola does it again. Coca-Cola, an iconic brand with a long history of innovative marketing, has taken customer engagement to the next level with their "Create Real Magic" campaign.  But this isn't your average interactive experience – it's powered by artificial intelligence.

In 2023, Coca Cola launched a project called “Create Real Magic”. The "Create Real Magic" platform invited users to let their imaginations run wild.  With just a few words as prompts, AI transformed ideas into unique, Coca-Cola-inspired digital artworks in seconds. Imagine typing "nostalgic summer day" and watching a vibrant, almost dreamlike illustration appear before your eyes.  This personalized and visually striking element made the campaign stand out.

Coca-Cola didn't just use any AI; they partnered with OpenAI, the creators of groundbreaking tools like DALL-E and ChatGPT. This collaboration signals Coca-Cola's commitment to cutting-edge technology and pushing marketing boundaries.

Artists and users went wild with their imagination. From snowmen drinking Coca-Cola to Indians celebrating Diwali with the beverage to some very creative postmodern ad images, we saw a wide variety of imagery and artistic work being produced. What a world to be living in! 

Coca-Cola Generative AI marketing post-modern


Pratik Thakar, the senior executive overseeing Generative AI efforts for Coca-Cola, characterized it as an inflection point in the creative process. “'Instagram made everyone an influencer, TikTok made everyone an entertainer and AI is making everyone a creator”, Thakar said.

And, they didn’t just stop there - they launched the Coke Studio AI platform to make music creation and production easier, a new flavor created by AI and even had holiday cards displayed at the famous Las Vegas sphere.

Coca-Cola Greeting Card Las Vegas Sphere

How does Coca Cola benefit from these efforts?

It generated significant brand awareness for an already well-known brand, particularly positioning them as an innovator brand and early adopter of AI in imaginative ways. But, it also helped them emotionally engage a ton of users and communities.

  • Unleashing Engagement: The interactive nature of AI-generated art encouraged users to share their creations on social media, naturally boosting the campaign's reach.

  • Unique Insights: The text prompts users provided gave Coca-Cola valuable data about what resonates with their audience, informing future marketing efforts.

  • Innovation Showcase: This campaign positioned Coca-Cola as a forward-thinking brand that isn't afraid to experiment with the latest technology.

Coca-Cola's innovative use of AI demonstrates that even established brands can benefit greatly from embracing new technology.  AI isn't just about efficiency; it's about creating unique, memorable experiences that strengthen the relationship between a brand and its audience.

Are you ready to explore how AI could transform your own marketing strategies? This is what Hedwig AI is helping brands like yours experiment, build and deploy. Schedule a call today to discuss how we can help your brand or client build truly cutting-edge experiences like these.