search
HomeTechnology peripheralsAICoca-Cola bets on artificial intelligence for creative assets, customer service

Coca-Cola bets on artificial intelligence for creative assets, customer service

The Coca-Cola Company highlights that it is the first company to partner with OpenAI and Bain & Company to use text and image generators ChatGPT and DALL-E to improve marketing and business through cutting-edge artificial intelligence technology An enterprise with all-round capabilities such as operations.

The conference also heavily promoted the company’s Create Real Magic platform, which was launched a month after Bain announced its partnership with OpenAI. Create Real Magic calls on fans to use AI tools to innovate around famous Coke bottle designs such as Coca-Cola’s classic silhouette bottle, the polar bear drinking soda water, and Santa Claus.

Coca-Cola will build a new website that will allow fans to choose a base image of Coca-Cola, provide a description of the artwork here, and finally copy their own creativity to the latest version of OpenAI’s DALL-E and GPT systems. Use them to generate images and text respectively.

Finally, the company noted that it is looking to leverage artificial intelligence to improve customer service and ordering processes, as well as "collaborate with bottling partners to create point-of-sale materials."

Coca-Cola says creative AI efforts are just beginning

In an interview, Coca-Cola Brand Global Strategy Director Pratik Thakar said these efforts are just beginning.

When talking about the generative artificial intelligence technology used in the Create Real Magic event, he said, "This is just a starting point. I think this will become mainstream in the future. My team is also experimenting with programs like Runway video tools, and delving into how AI can work in other creative fields like marketing.” In fact, the company’s first foray into AI-generated art began in October last year, when it was working on its last The short film "Masterpiece" aired in March.

He recalled, “At that time, our post-production company said that they needed to use artificial intelligence to complete the schedule and achieve the perfection they were pursuing. So we chose a different platform and used Stable Diffusion (An AI drawing tool that converts text instructions into pictures)."

Thakar said that by January this year, his team had begun experimenting with ChatGPT, Midjourney and DALL-E, and realized that generative artificial intelligence The field of intelligence has become very active. This gave rise to a creative artificial intelligence incubator, and Coca-Cola’s consulting firm Bain & Company came up with the idea of ​​partnering with OpenAI.

Create Real Magic Platform Received 120,000 Submissions

After coming up with the idea of ​​inviting artists to work on Coca-Cola’s brand assets, Thakar hired three artists from different parts of the world to get started. Work. In the beginning, they created approximately 350 works of art.

The team then partnered with Bain and OpenAI to launch the “Create Real Magic” platform and competition: This March, fans had 11 days to access dozens of brand elements—from unique Coca-Cola Contoured bottles and Spencerian text logos, to classic elements from Coca-Cola advertising such as the Coca-Cola Santa Claus and polar bears – serve as a creative canvas to experiment with AI tools.

Artists can download and submit their work for a chance to be featured on Coca-Cola’s digital billboards in New York’s Times Square and London’s Piccadilly Circus.

Thakar exclaimed, “The quality of the work is amazing. And, in just a short period of time, the platform has received 120,000 AI-generated images. Surprisingly, within a few days of the platform being online Only then did we reach the traffic we expected. We initially thought that when we launched the platform, there would be huge traffic and many people would be interested in creating it, and then the traffic would gradually decrease. But the opposite happened. People just started For the first three or four days of being exposed to the platform, the number of visitors grew very slowly. But then, as they got used to it and figured out how the platform worked, the traffic started to surge. We were receiving 10,000-12,000 works every day, and the work The quality is also improving day by day."

In mid-July, Coca-Cola will bring 30 artificial intelligence artists to the company's headquarters in Atlanta for a free tour. Thakar explains, "We want to work with them to create more creative ideas. We have our own brand licensing, fashion, digital collections, billboards - so many different elements that can come out of this art. I think this will It’s very interesting.”

The value of artificial intelligence to Coca-Cola and other companies

He explained, “I launched our first NFT for Friendship Day in 2021, which went very well, and we have since launched a variety of different digital collections. But I think artificial intelligence is a technology that is more approachable. If I were a big fan, I could collect NFTs, but I wouldn’t use it every day. But generative AI is available to people — you can use it, you can turn it into It can become your career and your marketing efficiency machine...so I think the practical value of this technology is much higher."

He added that Coca-Cola is also continuing to experiment with artificial intelligence, including working on a beta version of generative AI for music. However, he cautioned that the company is being cautious in its use of AI technology and recognizes that copyright issues must be dealt with. Therefore, we may not immediately use it for our business or marketing purposes.

Thakar said he continues to be optimistic about generative artificial intelligence because it will not only benefit his work at Coca-Cola, but also help him realize his personal creativity. He suggested, "I want to tell everyone...please learn to post prompts (prompts), it is very useful and interesting."

The above is the detailed content of Coca-Cola bets on artificial intelligence for creative assets, customer service. For more information, please follow other related articles on the PHP Chinese website!

Statement
This article is reproduced at:51CTO.COM. If there is any infringement, please contact admin@php.cn delete
The AI Skills Gap Is Slowing Down Supply ChainsThe AI Skills Gap Is Slowing Down Supply ChainsApr 26, 2025 am 11:13 AM

The term "AI-ready workforce" is frequently used, but what does it truly mean in the supply chain industry? According to Abe Eshkenazi, CEO of the Association for Supply Chain Management (ASCM), it signifies professionals capable of critic

How One Company Is Quietly Working To Transform AI ForeverHow One Company Is Quietly Working To Transform AI ForeverApr 26, 2025 am 11:12 AM

The decentralized AI revolution is quietly gaining momentum. This Friday in Austin, Texas, the Bittensor Endgame Summit marks a pivotal moment, transitioning decentralized AI (DeAI) from theory to practical application. Unlike the glitzy commercial

Nvidia Releases NeMo Microservices To Streamline AI Agent DevelopmentNvidia Releases NeMo Microservices To Streamline AI Agent DevelopmentApr 26, 2025 am 11:11 AM

Enterprise AI faces data integration challenges The application of enterprise AI faces a major challenge: building systems that can maintain accuracy and practicality by continuously learning business data. NeMo microservices solve this problem by creating what Nvidia describes as "data flywheel", allowing AI systems to remain relevant through continuous exposure to enterprise information and user interaction. This newly launched toolkit contains five key microservices: NeMo Customizer handles fine-tuning of large language models with higher training throughput. NeMo Evaluator provides simplified evaluation of AI models for custom benchmarks. NeMo Guardrails implements security controls to maintain compliance and appropriateness

AI Paints A New Picture For The Future Of Art And DesignAI Paints A New Picture For The Future Of Art And DesignApr 26, 2025 am 11:10 AM

AI: The Future of Art and Design Artificial intelligence (AI) is changing the field of art and design in unprecedented ways, and its impact is no longer limited to amateurs, but more profoundly affecting professionals. Artwork and design schemes generated by AI are rapidly replacing traditional material images and designers in many transactional design activities such as advertising, social media image generation and web design. However, professional artists and designers also find the practical value of AI. They use AI as an auxiliary tool to explore new aesthetic possibilities, blend different styles, and create novel visual effects. AI helps artists and designers automate repetitive tasks, propose different design elements and provide creative input. AI supports style transfer, which is to apply a style of image

How Zoom Is Revolutionizing Work With Agentic AI: From Meetings To MilestonesHow Zoom Is Revolutionizing Work With Agentic AI: From Meetings To MilestonesApr 26, 2025 am 11:09 AM

Zoom, initially known for its video conferencing platform, is leading a workplace revolution with its innovative use of agentic AI. A recent conversation with Zoom's CTO, XD Huang, revealed the company's ambitious vision. Defining Agentic AI Huang d

The Existential Threat To UniversitiesThe Existential Threat To UniversitiesApr 26, 2025 am 11:08 AM

Will AI revolutionize education? This question is prompting serious reflection among educators and stakeholders. The integration of AI into education presents both opportunities and challenges. As Matthew Lynch of The Tech Edvocate notes, universit

The Prototype: American Scientists Are Looking For Jobs AbroadThe Prototype: American Scientists Are Looking For Jobs AbroadApr 26, 2025 am 11:07 AM

The development of scientific research and technology in the United States may face challenges, perhaps due to budget cuts. According to Nature, the number of American scientists applying for overseas jobs increased by 32% from January to March 2025 compared with the same period in 2024. A previous poll showed that 75% of the researchers surveyed were considering searching for jobs in Europe and Canada. Hundreds of NIH and NSF grants have been terminated in the past few months, with NIH’s new grants down by about $2.3 billion this year, a drop of nearly one-third. The leaked budget proposal shows that the Trump administration is considering sharply cutting budgets for scientific institutions, with a possible reduction of up to 50%. The turmoil in the field of basic research has also affected one of the major advantages of the United States: attracting overseas talents. 35

All About Open AI's Latest GPT 4.1 Family - Analytics VidhyaAll About Open AI's Latest GPT 4.1 Family - Analytics VidhyaApr 26, 2025 am 10:19 AM

OpenAI unveils the powerful GPT-4.1 series: a family of three advanced language models designed for real-world applications. This significant leap forward offers faster response times, enhanced comprehension, and drastically reduced costs compared t

See all articles

Hot AI Tools

Undresser.AI Undress

Undresser.AI Undress

AI-powered app for creating realistic nude photos

AI Clothes Remover

AI Clothes Remover

Online AI tool for removing clothes from photos.

Undress AI Tool

Undress AI Tool

Undress images for free

Clothoff.io

Clothoff.io

AI clothes remover

Video Face Swap

Video Face Swap

Swap faces in any video effortlessly with our completely free AI face swap tool!

Hot Tools

WebStorm Mac version

WebStorm Mac version

Useful JavaScript development tools

mPDF

mPDF

mPDF is a PHP library that can generate PDF files from UTF-8 encoded HTML. The original author, Ian Back, wrote mPDF to output PDF files "on the fly" from his website and handle different languages. It is slower than original scripts like HTML2FPDF and produces larger files when using Unicode fonts, but supports CSS styles etc. and has a lot of enhancements. Supports almost all languages, including RTL (Arabic and Hebrew) and CJK (Chinese, Japanese and Korean). Supports nested block-level elements (such as P, DIV),

EditPlus Chinese cracked version

EditPlus Chinese cracked version

Small size, syntax highlighting, does not support code prompt function

DVWA

DVWA

Damn Vulnerable Web App (DVWA) is a PHP/MySQL web application that is very vulnerable. Its main goals are to be an aid for security professionals to test their skills and tools in a legal environment, to help web developers better understand the process of securing web applications, and to help teachers/students teach/learn in a classroom environment Web application security. The goal of DVWA is to practice some of the most common web vulnerabilities through a simple and straightforward interface, with varying degrees of difficulty. Please note that this software

SublimeText3 English version

SublimeText3 English version

Recommended: Win version, supports code prompts!