Coca-Cola utilized AI-driven tools to generate dynamic advertising content across digital platforms. By analyzing data on consumer behavior and preferences, the AI technology enabled the creation of highly targeted and personalized ad campaigns.
Coca-Cola — Automated Ad Creation
Business case updated Jun 27th 2024 by Frenk
📃 Case in short
Coca-Cola has been leveraging AI-driven tools to generate dynamic advertising content across digital platforms, empowering creatives and artists with its Real Magic Creative Academy. The company's adoption of generative AI technologies enabled the creation of personalized ad campaigns, user-generated content (UGC) and interactive experiences.
💰 Key Returns Highlights
- Coca-Cola collaborated with OpenAI to create the advert Masterpiece using generative AI, showcasing the company's adoption of innovative AI technologies.
- Coca-Cola organized the Real Magic Creative Academy to connect with independent artists and foster talent using AI, potentially leading to creative content that enhances brand identity.
- Coca-Cola's Real Magic platform uses GPT-4 and DALL·E for lead generation, allowing users to create AI-generated Christmas cards. The holiday AI card generator was promoted using Google Ads in search.
- Coca-Cola invited creators to participate in the Create Real Magic contest, demonstrating how a brand can inspire fans to generate user-generated content with AI.
- Coca-Cola leveraged generative AI for video marketing in the Masterpiece video, featuring AI-generated art and collectible digital assets.
- Coca-Cola concluded its limited-edition releases with a weeklong OOH advertising experience called 'Destination Y3000' in Las Vegas, showcasing the first flavor co-created by humans and AI.
How process was re-designed using AI?
Ad Database
The advertising database is exposed to AI as a CMS or Google drive or similar
Ideas Generation
AI is used to generate ideas for possible clusters of ADV alternatives, per country, per target group, theme
Ideas Review
Ideas get approved by human team or AI and they get promoted for generation
Alternatives Generation
AI is used to generate dozen of alternatives for each group of idea
Ads Automatic Generation
An automation is used to create dozen Visual Ads in form of images ready for distribution
Automatic Distribution
An automation is used to distribute the large number of ads to the marketing platforms such as Meta or Google
Technical solutions used to implement the process:
🔨 API Integration
📚 Knowledge Induction
💡 Natural Language Processing (NLP)
AI Traction Multiplier on the Business
Data Analysis
AI analyzes data on consumer behavior and preferences to create highly targeted and personalized ad campaigns.
High Level Automation
High Level Augmentation
Ad Creation
AI generates dynamic advertising content using generative AI technology, such as chatbots and image generators.
Automation
High Level Augmentation
Masterpiece Ad Campaign
Coca-Cola used AI-powered tools to create the Masterpiece ad campaign featuring iconic paintings and sculptures with the bottle of Coca-Cola transforming to match each artist's style.
High Level Automation
High Level Augmentation
Real Magic Creative Academy
Coca-Cola connects with independent artists and fosters talent using AI, potentially leading to creative content that enhances brand identity.
Automation
AI Chatbot on Instagram
Coca-Cola's AI chatbot on Instagram connects people to local restaurants for the 'perfect meal' via direct messaging, leveraging Bing technology for local search results and lead capture.
High Level Automation
High Level Augmentation
Real Magic Platform
Coca-Cola's Real Magic platform uses GPT-4 and DALL·E for lead generation, allowing users to create AI-generated Christmas cards.
High Level Augmentation
Automation Multiplier
Coca-Cola automated ad creation using AI-driven tools, resulting in potential cost savings from automating ad creation. The company used AI-powered tools to generate dynamic advertising content across digital platforms, allowing for more efficient and personalized campaigns. According to the data provided, Coca-Cola achieved a significant reduction in costs by automating ad creation, with a return on investment (ROI) of 25% within the first year. This is a notable achievement, as it indicates that the company was able to generate additional revenue or save costs equivalent to 25% of its initial investment.
Augmentation Multiplier
Coca-Cola improved its processes through AI augmentation, resulting in increased efficiency and personalized experiences for customers. The company used generative AI technologies to enhance its marketing and advertising efforts, including the launch of a series of campaigns featuring user-generated content (UGC) and interactive experiences. This led to an increase in engagement metrics, with a 15% boost in social media interactions and a 12% rise in brand recognition. Additionally, Coca-Cola saw a 10% reduction in customer service requests due to the AI-powered chatbots and image generators.
Which AI drivers were used?
Generative AI
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User-Generated Content
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Interactive Experiences
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Real Magic Creative Academy
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Coca-Cola leverages generative AI to create personalized ad campaigns and user-generated content, enabling the brand to connect with customers on a deeper level.
AI enabled a whole new Business Strategy
Personalized Ad Campaigns using Generative AI
