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Uzone.id – Among other global brands, Coca-Cola is a leader in the use of AI in their advertising. The company is constantly experimenting with AI especially for social media marketing. Through the Coca-Cola Masterpiece commercial, they managed to receive a lot of critical—in a good way—acclaim.
The ad is a masterpiece. It combines animation with famous works of art—these include Aket’s Divine Idylle, Andy Warhol’s The Shipwreck, and Johannes Vermeer’s Girl with a Pearl Earring—It also uses AI. The result? Coca-Cola has taken a big step in using generative AI for digital marketing. Other brands are still sticking to traditional marketing.
Masterpiece features visually impressive content with a clear goal of communicating their identity. The ad was made by Coca-Cola, Bain and Company, and OpenAI. They used the DALL-E2 image model and ChatGPT, which started in early 2023.
In an interview, Pratik Thakar is Coca-Cola’s global head of generative AI. He believes that AI will link human creativity with brand identity. Artists also no longer need to be afraid of AI and instead have to harness its power to improve their own skills.
Real Magic Creative Academy
Coca-Cola held the Real Magic Creative Academy. This event aligns with Pratik Thakar’s belief in helping creatives use the power of AI. Coca-Cola wants to show how a brand can use AI to boost creativity and innovation through this event.
The activity is part of the Create Real Magic marketing campaign. This campaign invites artists to use their digital platforms. They can create images using Coca-Cola’s tools and resources. In running this campaign, Coca-Cola is powered by GPT-4 and DALL-E.
This is the first campaign that mixes AI-generated text and images. It lets digital artists explore and play with Coca-Cola symbols and top creative ideas. Coca-Cola’s actions today show that the company leads in innovation. This can change how brands view creativity and marketing.
How does Artificial Intelligence help marketing teams?
Learning from Coca-Cola’s success, marketing is likely the area that gains the most from AI in the company. Marketing teams need market research. This helps them understand customer needs and develop services. They also work hard to persuade people to buy Coca-Cola product. All of these things can be improved by AI.
AI will help improve existing products and services, create new products and services, and improve relationships with customers. Professionals see Artificial Intelligence as helpful tools. They use it to collect data, automate tasks, assist with searches, and create high-quality promotions.
On the other hand, AI is similar to a marketing calculator. AI can help write drafts and create outlines. However, Artificial Intelligence is not a shortcut or the final answer. What the AI displays is not a cheat sheet; the output can be used as a thought trigger to be developed and discussed.
AI helps companies create new plans. It does this by looking at consumer preferences and potential customers. AI also helps monitor competitors, find gaps, and spot market opportunities. AI will help companies plan better. This way, they can keep selling products or services. They will stay ahead in innovation and meet customer needs.
Will Artificial Intelligence eliminate the role of humans in the creative industry?
How AI works and the fact that it is so fast at work does look daunting. Some people worry that the marketing industry will stop using artists for designs and ads soon. The idea that workers in the creative industries will actually disappear sounds terrifying.
However, it is likely that the “era” is still a long way to go. It will still be a long term before human creativity can be truly simulated. Just look at the Masterpiece ad. The ad managed to explode with the help of AI without eliminating human interference in it. Overall, the marketing strategy that they do works.
We can see that generative AI allows opportunities to create and express ideas in new ways. AI helps democratize the creative process. Generative AI helps independent artists and small studios create works that can compete with big agencies.
Writer: Aisyah Banowati Editor: Hani Nur Fajrina