People can now make their shareable holiday cards using Coca-Cola’s archive of Christmas imagery on CreateRealMagic.com.
Pratik Thakar, Coca-Cola’s global head of generative AI, said they wanted to use this holiday season to create a positive space for people to express their creativity. He highlighted that Coca-Cola is leaning into the potential of artificial intelligence and demonstrating how it can bring people together.
“We, at Coca-Cola, are connecting the dots between culture, creativity, and technology. The Create Real Magic platform invites consumers to use AI for crafting artwork using iconic creative elements from the Coca-Cola archives. #CreateRealMagic cards are a perfect way for us to celebrate people and the holidays using AI. We are humble but iconic, real yet magical, and this latest campaign is a testament to the same.”
Thakar said the initiative builds on the success of Create Real Magic, the first platform of its kind to combine the capabilities of GPT-4, which produces human-like text from search queries, and DALL-E, which produces images based on text. Users, with these AI tools, will be able to reimagine and share some of Coca-Cola’s most iconic assets, creating connections across time zones and national boundaries.
Selman Careaga, president of Globa Coca-Cola category, said artificial intelligence presents a unique opportunity to connect with the changing world of digital innovation. “By playing to a cultural moment like holidays, we can find new, innovative ways for our audiences to engage and connect, and to continue to learn in this space.”
People can generate artwork via CreateRealMagic and share the holiday card with their family and friends. Coca-Cola plans to feature consumer-created artwork on its digital billboards around the world.
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