• With the holiday season on the horizon, Coca-Cola has launched a new AI platform that allows people to create their own digital Christmas cards.
• The platform utilises the generative AI capabilities of OpenAI’s GPT-4 and DALL-E.
• Your artwork may also feature on Coca-Cola’s official advertising, if it’s deemed good enough.

With the festive season just around the corner, and being one of the biggest advertisers this time of year, Coca-Cola is focusing on AI once again, this time to allow fans of its carbonated drinks to create their own digital Christmas cards.

To that end, it spun up an online platform called Create Real Magic where visitors will be able to leverage OpenAI’s GPT-4 and DALL-E tools in order to generate digital Christmas cards. You’ll need to create a profile and sign in order to make use of it, however.

“We, at Coca-Cola, are connecting the dots between culture, creativity and technology. The Create Real Magic platform invites consumers to use AI for crafting artwork using iconic creative elements from the Coca-Cola archives. #CreateRealMagic cards are a perfect way for us to celebrate people and the holidays using AI. We are humble but iconic, real yet magical and this latest campaign is a testament of the same,” noted Pratik Thakar, Coca-Cola’s Global head of Generative AI, regarding this latest offering.

“AI presents a unique opportunity to connect with the changing world of digital innovation and, by playing to a cultural moment like the holidays, we can find new, innovative ways for our audience to engage and connect, and to continue to learn in this space,” added Selman Careaga, president, Global Coca-Cola Category.

Should your creation be deemed good enough, it could also feature in some Coca-Cola advertising, with consumer created artwork potentially appearing on digital billboards in the likes of New York’s Times Square and London’s Piccadilly Circus.

As mentioned, this latest endeavour is not the first time that Coca-Cola has dipped into the field of AI, having recently created a new flavour using AI called Y3000 Zero Sugar. As such, this probably won’t be the last time we see the Coca-Cola Company venture down this route for seasonal promotions.