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

From NFT to the virtual world, Coca-Cola has a history of investing in popular technologies. But Thakar said artificial intelligence is different.

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!