In the dynamic realm of modern marketing, the integration of Artificial Intelligence (AI) has emerged as a crucial asset for businesses seeking to secure a competitive edge. This series of blogs delves into the dynamic intersection of AI and marketing strategies, uncovering how intelligent algorithms and machine learning are reshaping the landscape. From crafting personalized customer experiences to facilitating data-driven decision-making, join us as we explore the transformative power of AI in marketing. These articles provide insights and practical applications, catering to both seasoned marketers and those embarking on their digital journey. By demystifying the role of AI, we aim to shed light on its profound impact on the future of marketing.
Let Marketing Dive’s free newsletter keep you informed, straight from your inbox.

Topics covered: Social media, brand strategy, advertising, marketing technology, data/analytics, content marketing
Topics covered: Campaigns, platform developments, apps, gaming, trends
Topics covered: Campaigns, reviews, strategy, partnerships, technology, results
Coca-Cola’s debut of “Create Real Magic” offers yet another sign of how quickly generative AI has become the shiniest penny in marketing. This is the first output from a partnership between consultant Bain & Company and AI developer OpenAI that was announced less than a month ago. Coke is the first marketer to take advantage of the alliance and has expressed bullishness around the potential for generative AI marketing.
“Coca-Cola is still in the early days of assessing AI’s potential impact,” said Manolo Arroyo, global chief marketing officer at Coke, in a press statement. “We’re just scratching the surface of what we believe will help create the industry’s most effective and efficient end-to-end marketing model.” 
“Create Real Magic” combines OpenAI’s GPT-4, the startup’s most advanced large language model to date, and DALL-E, which generates images based on text prompts. By opening the platform to digital creatives around the world, Coke hopes to democratize both its brand iconography and “highest-profile advertising assets,” Pratik Thakar, global head of creative strategy and integrated content for the Coca-Cola Trademark, stated in the announcement. Thakar also said the experiment is meant to demonstrate Coke’s commitment to testing and scaling AI technology quickly. 
Coke tapped four AI artists in different markets — Emma Sofija (U.S.), Chris Branch (Europe), Paul Parsons (Europe) and Ean Hwa Huag (Asia) — to kickstart the campaign. It will also operate a workshop program for 30 creatives who will get to use the tools to co-create content that could be leveraged for licensed merchandising, digital collectibles and more. Participants will be credited for their work, according to the blog post, perhaps nodding to the way that artists whose work has been used to train AI models have not always been recognized or compensated.
Early bets on generative AI are another way Coke is extending a “Real Magic” brand platform introduced two years ago that centers on shared moments of human connection. Art has been a recent focus of the initiative. The soft drink giant earlier this month launched a global campaign, titled “Masterpiece,” that uses classic and contemporary art to highlight diverse creators and position Coke as a source of uplift. The effort includes a high-gloss short film, online gallery, 3D billboards and digital collectibles. 
Get the free daily newsletter read by industry experts
The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond.
Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.
Subscribe to Marketing Dive for top news, trends & analysis
Get the free daily newsletter read by industry experts
Want to share a company announcement with your peers?
Get started ➔
The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond.
Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.
The free newsletter covering the top industry headlines

source