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Coca-Cola Launches AI Art Competition in World First

Updated: Mar 30, 2023

Coca-Cola Launches AI Art Contest Using GPT-4 and Dall-E 2



AI Art Coke Competition 2023
Coca Cola's AI Generated Art Competition Example

Coca-Cola is pushing the boundaries of AI-powered marketing with its latest campaign, 'Create Real Magic.' The contest aims to engage with artists worldwide, demonstrating that the brand is at the forefront of culture and the latest technological trends. Coca-Cola has partnered with OpenAI and consultancy firm Bain & Company to launch the contest.


The 'Create Real Magic' contest uses two AI systems, Dall-E 2 and GPT-4, both of which were developed by OpenAI. Dall-E 2 generates images from text-based prompts, while GPT-4 is a large language model released in the previous week. Coca-Cola is providing artists from select countries the chance to have their original creations featured on the brand's iconic billboards in New York's Times Square and London's Piccadilly Circus. The deadline for submissions is March 31.


The contest is the first marketing initiative to come out of the partnership between Coca-Cola, OpenAI, and Bain & Company. The brand is democratizing its brand iconography and highest-profile advertising assets while simultaneously giving digital artists a unique opportunity to play in a custom-created sandbox powered by GPT-4 and Dall-E 2.


The contest has generated significant interest worldwide, particularly among the creative community. Coca-Cola is giving 30 artists who submit their work the chance to participate in the 'Real Magic Creative Academy.' The academy is a three-day workshop that will take place this summer at Coca-Cola's Atlanta headquarters.



AI Rendered Art - Sketched Coke Bottle
AI Generated Sketch Art


Coca-Cola and AI-powered marketing


Coca-Cola is embracing the latest AI technology with its 'Create Real Magic' campaign. The contest is designed to engage with artists worldwide and position the brand as one that understands culture and technology. Coca-Cola is partnering with OpenAI and Bain & Company to deliver the contest, using two AI systems to generate images and language.


Coca-Cola's decision to utilize AI-powered marketing aligns with a broader trend among businesses worldwide. The technology has been gaining popularity among marketers, with more companies exploring the benefits of AI in advertising. AI-powered marketing allows brands to create more targeted, personalized, and effective campaigns. Coca-Cola is leveraging AI to generate original and engaging content that resonates with its audience.




AI Art Mona Lisa holding a can of coke
The Mona Lisa Reimagined AI Art


The 'Create Real Magic' contest


Coca-Cola's 'Create Real Magic' contest invites artists from select countries worldwide to submit their original creations. The deadline for submissions is March 31. The contest leverages two AI systems, Dall-E 2 and GPT-4, which generate images and language, respectively. The brand is democratizing its advertising assets and providing digital artists with an opportunity to create unique and engaging content.


The contest has generated significant interest among the creative community, with 30 artists who submit their work selected to participate in the 'Real Magic Creative Academy.' The academy is a three-day workshop that will take place this summer at Coca-Cola's Atlanta headquarters. Coca-Cola is giving artists a chance to interact with its most iconic visual assets, including images of polar bears and Santa Claus, and the Spencerian Script font, used for the brand's logo.



The AI systems powering the contest


The 'Create Real Magic' contest uses two AI systems, Dall-E 2 and GPT-4, which were developed by OpenAI. Dall-E 2 generates images from text-based prompts, while GPT-4 is a large language model. The brand is utilizing these AI systems to create custom-created sandboxes, enabling digital artists to generate unique and engaging content.


Dall-E 2 is a neural network-based model that generates images from textual descriptions. It can generate a wide range of images with different objects, animals, or scenarios, such as "An astronaut reaching for a Coca-Cola in space, cinematic lighting, octane render, red color, lens flare." Dall-E 2 can generate a range of images that resemble pre-production stills from popular movies, providing artists with endless possibilities to create unique and engaging content.


GPT-4, on the other hand, is a large language model that can generate human-like text based on textual prompts. It can understand and analyze natural language, making it an ideal tool for generating engaging content. Coca-Cola is utilizing GPT-4 to enable artists to produce poetry, creative writing, or any other text-based content that complements their images.



The impact of AI on marketing


AI-powered marketing is transforming the advertising industry, with more companies adopting AI technology to create targeted, personalized, and effective campaigns. The use of AI in advertising allows brands to analyze data and consumer behavior, providing them with insights into their target audience. By understanding their audience, brands can create engaging content that resonates with their customers.


Coca-Cola's 'Create Real Magic' contest is an example of how AI can be used to democratize advertising assets while enabling digital artists to create engaging content. By partnering with OpenAI and Bain & Company, Coca-Cola is demonstrating that it is at the forefront of culture and technology. The brand is positioning itself as a forward-thinking company that is willing to embrace the latest technology to engage with its audience.





The future of AI in marketing


The use of AI in marketing is still in its infancy, but the potential for growth is significant. As the technology advances, AI-powered marketing will become more sophisticated, enabling brands to create even more targeted and personalized campaigns.


AI is already being used to generate content, analyze data, and understand consumer behavior. In the future, AI may be used to create virtual assistants that can interact with customers, providing them with personalized recommendations and support. AI-powered chatbots may also become more common, providing customers with real-time support and assistance.



AI Generated Art Competition Coke Example
Coca Cola AI Generated Art Competition entry



So what can we learn from this?


Coca-Cola's 'Create Real Magic' contest is an excellent example of how AI can be used to democratize advertising assets while enabling digital artists to create engaging content. By leveraging the latest AI technology, Coca-Cola is positioning itself as a forward-thinking company that understands culture and technology. As AI technology advances, the potential for growth in AI-powered marketing is significant, enabling brands to create even more targeted and personalized campaigns.




With LOVE - Bot Bot

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