“It’s an experiment to see where co-creation can take us,” Thakar said.

Pratik Thakar, Global Head of Creative Strategy and Integrated Content for the Coca-Cola Trademark, said “Create Real Magic” signals the company’s commitment to move quickly to test, learn and scale ideas using AI. “We see opportunities to enhance our marketing through cutting-edge AI, along with exploring ways to improve our business operations and capabilities.” “We’re excited to unleash the next generation of creativity offered by this rapidly emerging technology,” said James Quincey, Chairman and CEO, The Coca-Cola Company.

Coca-Cola is the first company to engage with the alliance, which combines Bain’s digital implementation capabilities and strategic expertise with OpenAI’s tools. “Create Real Magic” is the first output of The Coca-Cola Company’s collaboration with a new global services alliance launched by Bain & Company and OpenAI. Through the “Create Real Magic” contest, artists can download and submit their work for the opportunity to be featured on Coke’s digital billboards in New York’s Time Square and London’s Piccadilly Circus. Built exclusively for Coca-Cola by OpenAI and Bain & Company, “Create Real Magic” is the first platform of its kind to combine the capabilities of GPT-4, which produces human-like text from search engine queries, and DALL-E, which produces images based on text.įans in the United States, Australia, select countries in Europe and elsewhere can visit today through March 31 to get access to dozens of branded elements – from the distinctive Coca-Cola contour bottle and Spencerian script logo, to storied symbols from Coke’s advertising archives like the Coca-Cola Santa Claus and Polar Bear – as a canvas for AI-powered experimentation and creative iteration. Digital creatives around the world can use a first-of-its-kind AI platform to generate original artwork with iconic creative assets from the Coca-Cola archives.

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