Coca‑Cola’s AI Tool Lets You Create Personalized Digital Holiday Season Cards

As part of Coca‑Cola’s holiday season campaign, the brand is inviting fans around the world to create and share “Real Magic”  by combining brand assets such as depictions of Santa Claus, created by Haddon Sundblom in 1931, and the Coca‑Cola Caravan trucks and polar bears using Artificial Intelligence (AI) technology.

To participate people can visit  CreateRealMagic.com  to generate digital greeting cards by reimagining iconic Coca‑Cola images and characters.

Personalized cards can be downloaded, emailed to family and friends, or posted to social media. Fans also can save online galleries and browse fellow creators’ artwork.


 

“We’re connecting people as we have always done during the holiday season, but in a uniquely real and magical way by democratizing our creative assets and the latest AI tools,” said Pratik Thakar, Coca‑Cola’s Global Head of Generative AI, adding that Coca‑Cola recently concluded a similar campaign in India for Diwali.

The campaign was developed by Bain & Company and WPP Open X, including Essence Mediacom, BCW, Ogilvy and Obviously.


 

The holiday activation builds on the success of Create Real Magic, the first AI platform of its kind to combine the capabilities of ChatGPT-4, which produces human-like text from search engine queries, and DALL-E, which produces images based on text. In March, digital creatives around the world generated more than 120,000 pieces of original artwork with iconic creative assets from the Coca‑Cola archives.

“Technology has since evolved—the leap in image quality from DALL-E 2 to DALL-E 3 is incredible—so we saw an opportunity to launch a holiday-themed creation platform and give fans the chance to enhance our iconic imagery,” added Thakar.

Coca‑Cola will feature consumer-created artwork and creations from partner artists on 20 digital billboards around the world including New York’s Times Square and London’s Piccadilly Circus.

“I’m all about using design to entertain and inform, and AI has opened up endless possibilities that allow me to do both. Having access to some of the most recognized holiday iconography and being able to put my own spin on it, with no limits, has been amazing,” said UK Creative Director at Seedily, Paul Parsons. “I can’t wait to share my take of the Coca‑Cola holiday card.”

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