6 Methods Coca-Cola Makes use of Generative AI For Promoting & Advertising and marketing

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

These campaigns display the transformative affect of AI on advertising, mixing know-how with creativity to succeed in audiences in new and fascinating methods.

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

1. An AI Chatbot With Native Search Outcomes And Lead Seize

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

As soon as you discover the proper restaurant, you’ll be able to go on to OpenTable to search 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 know-how 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.
ai chatbot instagram adScreenshot from Instagram, December 2023

An analogous advert on Fb results in a direct message on Messenger.

After the AI thinks you’ve booked a reservation, it should generate a customized invitation you can ship to somebody.

However most significantly, it permits Coca-Cola to seize leads throughout the DM. The e-mail deal with is pulled out of your Fb profile to make the method even easier.

facebook ad lead generation ai chatbotScreenshot from Fb/Messenger, December 2023

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

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 know-how, Coca-Cola created the Actual Magic platform, which permits customers to generate unique art work utilizing property from Coca-Cola’s archives.

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

To make use of the AI card generator, customers should join a free account or sign up utilizing their Google, Fb, Apple, or electronic mail.

google search ad ai image generatorScreenshot from Google/Coca-Cola, December 2023

Coca-Cola promoted its vacation AI card generator utilizing Google Advertisements 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.

google search ads local resultsScreenshot 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.

facebook instagram ad campaignScreenshot 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 Person-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 unique 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 Occasions 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.

user generated content contestScreenshot from Coca-Cola, December 2023

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

ai generated fan art ugc brandScreenshot from Instagram, December 2023

4. Video Advertising and marketing 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 property.

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 longer term: the feelings, the colour, the flavors, the style. We used these insights after which we labored with our R&D workforce and so they got here up with a formulation 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 have been allegedly leaked earlier this yr:

Google Helps Use Of Machine Studying For Inventive Content material

The Sphere not too long ago featured the work of internationally acclaimed media artist Refik Anadol, who harnessed the ability of AI to create “Machine Hallucinations: The Sphere.”

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

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

6. An Augmented Actuality Expertise With Steady Diffusion

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

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

generative ai augmented reality stable diffusion experienceScreenshot from Coca-Cola, December 2023

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

ai generated image qr codeScreenshot from Coca-Cola, December 2023

The QR code was labeled as “seemingly” created by AI in line with an AI picture detector that makes an attempt to determine photos created with DALL·E, Steady Diffusion, and different fashionable AI picture mills.

Screenshot from AI or Not, December 2023

Conclusion

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

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

It additionally offers entrepreneurs and advertisers inspiration for future use instances of generative AI in model advertising.

Featured picture: Luciano Mortula – LGM/Shutterstock

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