{"id":19720,"date":"2023-12-27T22:18:30","date_gmt":"2023-12-27T22:18:30","guid":{"rendered":"https:\/\/afreeurl.com\/?p=19720"},"modified":"2023-12-27T22:18:35","modified_gmt":"2023-12-27T22:18:35","slug":"6-ways-coca-cola-uses-generative-artificial-intelligence-for-advertising-and-marketing","status":"publish","type":"post","link":"https:\/\/afreeurl.com\/?p=19720","title":{"rendered":"6 Ways Coca-Cola Uses Generative Artificial Intelligence for Advertising and Marketing"},"content":{"rendered":"

<\/p>\n

Throughout 2023, Coca-Cola has adopted OpenAI’s generative AI technology and Stable Diffusion in its advertising, launching several experimental marketing campaigns.<\/p>\n

These campaigns demonstrate the transformative impact of AI on marketing, combining technology with creativity to reach audiences in new and engaging ways.<\/p>\n

Read on to explore the six advertising and marketing campaigns Coca-Cola created in 2023 using generative AI technology.<\/p>\n

1. An AI Chatbot for Instagram with Local Search Results<\/h2>\n

Coca-Cola’s AI chatbot, promoted via an Instagram news ad, connects people with local restaurants in their city for the “perfect meal” via direct messaging.<\/p>\n

Once you find the right restaurant, you can go directly to OpenTable for more information or to make a reservation.<\/p>\n

Local search results served by Coca-Cola’s AI chatbot in Instagram direct messages are likely powered by Bing, given that:<\/p>\n

Coca-Cola uses OpenAI technology for some of its generative AI experiences. Microsoft introduced OpenTable<\/a> in Bing’s AI chat to connect users with nearby restaurants. Microsoft worked with Meta to bring Bing search to Meta AI chatbots.<\/p>\n

Instagram screenshot, December 2023<\/span><\/p>\n

2. An AI image generator with GPT-4 and DALL\u00b7E<\/h2>\n

In February, Bain & Company announced an alliance with OpenAI to offer companies like Coca-Cola advanced ways to use GPT-4 and DALL\u00b7E.<\/p>\n

Using this unique AI technology, Coca-Cola created the Real Magic platform, which allows users to generate original artwork using resources from the Coca-Cola archives.<\/p>\n

For the holidays, visitors can create AI-generated Christmas cards for family and friends.<\/p>\n

\"googleGoogle\/Coca-Cola screenshot, December 2023<\/span><\/p>\n

Coca-Cola promoted its holiday AI card generator using Google Ads in search. You can see an example of the ad in a mobile search above and an example of the ad in a search in a desktop browser below.<\/p>\n

The 20 nearby locations are convenience stores and other businesses that would normally sell Coca-Cola products.<\/p>\n

\"localGoogle screenshot, December 2023<\/span><\/p>\n

Coca-Cola also created an ad campaign on Facebook and Instagram to introduce the Real Magic holiday app to social media audiences.<\/p>\n

\"facebookFacebook Ad Library screenshot, December 2023<\/span><\/p>\n

It is worth mentioning that Coca-Cola offers a separate<\/a> Terms of Service for AI and specifies that users must be 18 years of age or older to use the AI \u200b\u200bCard Generator. OpenAI only requires users to be 13 years old on their COUGH<\/a>.<\/p>\n

3. A User Generated Content Contest<\/h2>\n

Earlier this year, after announcing its partnership with OpenAI, Coca-Cola invited creators to participate in the Create Real Magic competition to generate original artwork using Coca-Cola brand assets, GPT-4 and DALL E.<\/p>\n

Artists from selected countries could submit their creations for a chance to be featured on Coca-Cola’s digital billboards in New York’s Times Square and London’s Piccadilly Circus.<\/p>\n

The campaign<\/a> demonstrated how a brand can inspire fans with minimal graphic design to create user-generated content (UGC). It also allowed Coca-Cola to refine the AI \u200b\u200bexperience before the launch of the holiday card generator.<\/p>\n

\"UserCoca-Cola screenshot, December 2023<\/span><\/p>\n

Coca-Cola brands like Topo Chico are sharing AI-generated images on social media, noting that AI has dramatically increased the volume of fan-made artwork.<\/p>\n

\"aiInstagram screenshot, December 2023<\/span><\/p>\n

4. Video marketing with reimagined art<\/h2>\n

Coca-Cola continued to promote Real Magic a Masterpiece<\/a>a video with art reimagined over the years.<\/p>\n