Coca-Cola is partnering with OpenAI for “Create Real Magic” Campaign giving artists a chance to be featured on Coke’s Billboards in Times Square and Piccadilly Circus.
The ‘’Create Real Magic” contest is the soft-drink brand’s latest marketing effort to boost brand engagement while embracing the AI-forward future.
It uses two popular AI systems: Dall-E 2, which generates images based on text prompts, and GPT-4, OpenAI’s latest large language model (LLM) and ChatGPT’s direct successor.
“It’s an experiment to see where co-creation can take us,” Pratik Thakar, Coca-Cola’s global head of creative strategy and integrated content, explained.
“We’re moving at the speed of culture with an innovative program that’s very tangible for the creative community. ‘Create Real Magic’ gives digital artists the unique opportunity to play in a custom-created sandbox, powered by GPT-4 and DALL-E, and democratizes our brand iconography and highest-profile advertising assets,” he added.
The beverage company will also pick 30 winning artists to participate in the ‘Real Magic Creative Academy,’ a three-day artist workshop …