Coca-Cola utilizes the capabilities of artificial intelligence (AI) to spread holiday joy across continents and generations in its latest campaign, collaboratively undertaken with Bain & Company and WPP OPEN X.

Consumers can engage in the holiday spirit by creating their own shareable holiday cards on, using Coca-Cola’s rich archive of Christmas imagery. By sharing these iconic assets through new technology, Coca-Cola aims to reintroduce them to a younger audience. Pratik Thakar, Coca-Cola’s global head of generative AI, emphasizes the company’s desire to provide a positive space for creative expression during the holiday season. The Create Real Magic platform leverages the potential of AI to bring people together, demonstrating the synergy of culture, creativity, and technology. The initiative builds on the success of Create Real Magic, combining GPT-4 and DALL-E AI tools to allow users to reimagine and share iconic Coca-Cola assets, fostering connections across time zones and borders. UK creative director Paul Parsons highlights the endless possibilities AI offers for entertainment and information, expressing excitement about putting his spin on recognizable holiday iconography. People worldwide can visit to generate artwork for sharing as holiday cards, with Coca-Cola featuring consumer-created artwork on digital billboards in global locations like New York’s Times Square and London’s Piccadilly Circus. This global festive campaign, centered on the magic of kindness and goodwill, unfolds across various channels, including TV ads, physical experiences like the Coca-Cola Christmas Caravan tour, local charitable partnerships, and digital initiatives such as the ‘Create Real Magic’ AI Christmas Card generator, along with two upcoming Christmas short films.

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