Throughout 2023, Coca-Cola has embraced generative AI technology from OpenAI and Stable Diffusion in its advertising, launching several experiential marketing campaigns.
These campaigns demonstrate the transformative impact of AI on marketing, blending technology with creativity to reach audiences in new and engaging ways.
Continue reading to explore the six advertising and marketing campaigns Coca-Cola created in 2023 utilizing generative AI technology.
1. An AI Chatbot For Instagram With Local Search Results
Coca-Cola’s AI chatbot, promoted through an Instagram newsfeed ad, connects people to local restaurants in their city for the “perfect meal” via direct messaging.
Once you find the right restaurant, you can go directly to OpenTable to find out more about it or make a reservation.
The local search results offered by Coca-Cola’s AI chatbot in Instagram direct messages are likely powered by Bing, considering that:
- Coca-Cola uses OpenAI technology for some of its generative AI experiences.
- Microsoft introduced OpenTable in Bing AI chat to connect users with nearby restaurants.
- Microsoft worked with Meta to bring Bing search to Meta AI chatbots.
2. An AI Image Generator Using GPT-4 And DALL·E
In February, Bain & Company announced an alliance with OpenAI to offer companies like Coca-Cola advanced ways to utilize GPT-4 and DALL·E.
With this unique AI technology, Coca-Cola created the Real Magic platform, which allows users to generate original artwork using assets from Coca-Cola’s archives.
For the holidays, visitors can create AI-generated Christmas cards for family and friends.