Lessons from Coca-Cola’s AI experience

Sam Peña-Taylor

Reflects on the lessons that Coca-Cola took from its early experiments with generative AI and what other brands can learn from the experience.

Very few brands could boast anything approaching a leadership position on the topic of AI, but at the Cannes Lions International Festival of Creativity, multinational soft drinks giant Coca-Cola was probably the closest. The brand, with its fleet of distinctive assets, was fresh from an experiment in the use of generative AI, the hot new technology pioneered by chatbots like ChatGPT, Bard, and image generators such as Midjourney and Dall-e.

Together with OpenAI – creator of GPT and Dall-e – and consultancy Bain & Company, Coca-Cola launched ‘Create Real Magic’, an experiment in which the combined technologies of generative words...

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