Some say that, in the very near future, we will need to adopt Artificial Intelligence or we will be run over by it, or by others who use it. If this is true, artists, designers and other creatives have more at stake than most people. Therefore, it is interesting to see large companies, such as Coca Colachoosing to start your own generative AI journey with projects aimed at including and empowering creatives.
The company recently appointed Pratik Thakar as global head of generative AI, becoming one of the first major multinationals to do so. a clear sign of how important technology is. Additionally, it was hailed with an impressive AI-generated advertising campaign that really shows how the tool, combined with human talent, can pack a wow factor.
Among its initiatives is the mission to empower independent creators and small studios with the opportunities of generative AI. The message seems to be that artists have nothing to fear from AI and should instead embrace its power to improve their own skills. Which sounds great, but does it really hold up?
Here’s an overview of some of the ways the world’s most famous soft drink company is using (or planning to use) generative AI. These are use cases that, while technically excellent, raise interesting questions about how AI will change the relationship between technology, artists, and the companies that put money on the table.
Head of Generative AI
This year, Coca-Cola named Pratik Thakar as global head of generative AI. Speaking to The Drum, he said he believes that AI will bridge the gap between human creativity and brand identity.
Thakar believes that the democratization of AI means the democratization of Coca-Cola, or its brand identity, at least. The plan will achieve this by creating tools that allow anyone to try new ways of communicating that identity.
Ethics is an important aspect of AI, and one would expect it to be a concern for the man responsible for it in operations as large as Coca-Cola’s. So it’s reassuring that he’s made a commitment to ensuring the company carefully selects its technology partners based on the knowledge that its models are trained in the right way.
Video advertising with generative AI
Among the first fruits of Coca-Cola’s move to generative AI is the announcement Masterpiece. Critically acclaimed, this video brings some of the world’s most famous works of art to life, seamlessly integrating AI-augmented animation with live action. It was created in collaboration with OpenAIusing their DALL-E2 generative image model and ChatGPT.
The announcement is the result of a partnership closed in early 2023, when Coca-Cola announced that it was working with the agency Bain and Company to find innovative use cases for generative AI in marketing and advertising. However, the beverage manufacturer’s involvement with AI is long-standing, with custom predictive and prescriptive AI already in use for marketing initiatives.
The masterpiece works on several levels. visually impressive content that communicates the brand’s identity. It’s also a sign that Coca-Cola is looking for people who can use generative AI to do amazing things. Ultimately, it serves as an announcement that generative AI has arrived in the advertising industry and is about to shake things up. Check out the full film below.
Empowering creativity?
In line with Thakar’s stated belief in helping creatives unlock the power of AI, Coca-Cola held its first Real Magic Creative Academy this year. The event helped build connections with the independent art and design community. By fostering these relationships, the brand hopes to discover the talent and inspiration needed to continue Masterpiece.
This is an extension of the campaign Create Real Magic brand, which invited artists to create images using Coca-Cola’s platform and assets, with the winning images being displayed on outdoorsin New York and London.
Still on the topic of empowering creatives, there is also Coke Studio. This is a free music creation platform, now augmented with generative AI capabilities. Hosted at various festivals across the United States, visitors can create songs, music videos and even album covers by answering questions posed by a bot powered by ChatGPT. Once they complete the process, which involves being filmed in a green studio and inserted into their video, their creations can be downloaded and shared.
It’s clear that the brand wants to be associated with AI and the next generation of artists and creators who it believes will use it. Of course, it’s probably no coincidence that many of them, because of what they do, are identified by marketers as influencers.
Is this really good for designers?
As generative AI becomes commonplace in advertising, we cannot ignore the implications for society in general, and in particular, for human creatives working in this rapidly changing field. Appointing a head of generative AI is a big statement from any company that they understand the power technology has to transform their business. But when a company like Coca-Cola does this, it means it knows it will transform an entire industry. If you are a working artist or other creative who relies on companies to hire and commission you, is this a transformation that suits your interests?
We’ve seen that generative AI enables opportunities to create and express ideas in new and surprising ways. It also democratizes the creative process, meaning that independent artists and small studios can create work that can compete with that of large agencies. But there are very real fears that industries that have always paid creatives for everything from company logos and packaging design to movie ads will divert that money to AI art. Therefore, some creatives may see these as tools to dig their own graves!
Another concern is that the growing proximity between industrial and technological giants such as Coca-Cola and OpenAI, fueled by boom of AI, demonstrates that not everyone has equal access to these world-changing tools. We often see AI providers offering superior access to business users. By ensuring access to the newest and most powerful models and algorithms, could we be heading towards a future where companies have even greater influence than they do now in the world of art and design?
Personally, I do not believe that any of these outcomes are predetermined. The steps we take in the coming years to ensure the responsible and ethical implementation of AI in society, managing its impact on human lives, will determine the world we have.
I think it will take a long time before human creativity can be completely simulated. The announcement of the masterpiece would not have been possible without human participation. And I don’t think it was possible to create something that could become as iconic as the Coca-Cola logo itself. Or Santa Claus in a red coat.
Of course, this doesn’t mean that companies won’t try to use AI to save money wherever they can, especially in repetitive work like mass customization, for example. But in the short term, as a commercial artist or designer, being able to grow your skills with AI will likely open doors to new and interesting opportunities.
Bernard Marr is a world-renowned influencer in the areas of business and technology, passionate about using it for the good of humanity. He is also an award-winning and bestselling author of 22 books, writes a regular column for Forbes, and advises and coaches many of the world’s best-known organizations. He has over 2 million social media followers, 1.8 million newsletter subscribers and was ranked by LinkedIn as one of the top 5 business influencers in the world.
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