Generative AI is transforming the way brands interact with consumers. A recent example can be seen in Coca-Cola's innovative Christmas card campaign. This is not the first generative AI initiative launched by a major soft drink company.Previously, it produced an impressive masterpiece Some of the world's most famous works of art came to life before our eyes. We also launched Coke Studio, which allows viewers to experiment with AI-powered music creation.
But their latest effort has a suitably festive twist.the visitor create real magic The site uses a generation tool powered by the image generator Dall-E and the language model GPT-4 to create and send your own Coke-themed cards to friends and family.
Importantly, Coca-Cola provides its users with brand elements such as its iconic logo and glass bottle, giving them full permission to use them in any way they wish.
I recently spoke with Selman Carrega, President of the Coca-Cola Company's Global Coca-Cola Division, who provided some insight into what he hopes this campaign will accomplish.
Not only does he fit into the company's 130-year tradition of creating uplifting, optimistic, and family-friendly messages, he also leverages new technology to be highly effective at driving engagement. He said it has been proven to be effective.
“I think we're adding a layer of innovation that's exciting for people, but at the same time letting people play with the brand and letting it go and seeing how people respond to it,” Carrega said. That's all.''
Since this promotion has just been launched, there are no real indicators of how successful it is, but the company is optimistic that it will be as effective as other AI marketing strategies.
“What I can tell you is that everything we do with AI is generating twice as much engagement as any other content we create,” he told me.
This also affects new audiences. He said 60% of people who have previously participated in AI marketing efforts had not previously engaged with the brand through other digital channels, such as social media.
One thing is certain: the enthusiasm Coca-Cola has shown for this innovative technology is indicative of a broader trend sweeping across marketing. As this technology becomes more powerful and pervasive, I expect more companies to adopt it for creative customer engagement efforts.
The possibilities are virtually endless. It is easy to imagine personalized marketing campaigns where advertising and promotions are specific to individual customers and their interests.
Accessibility and ease of use mean its use is unlikely to be limited to global companies of Coca-Cola's size. It can become an increasingly valuable and fruitful channel of audience engagement for businesses of all sizes looking for innovative ways to engage with their fans and customers.
Challenges and brand value
Despite the obvious opportunities, there are also clearly many challenges and ethical considerations. For example, brands like Coca-Cola could face reputational damage if this technology is used in a way that creates negative associations.
To this end, Coca-Cola has ensured that it has a number of “guardrails” in place to prevent its tools from being misused in certain ways.
For example, Careaga says the tool doesn't allow the use of certain words.
“If you don’t put guardrails in place, you can imagine that you could end up somewhere you don’t want to be, so we have some filters to make sure the cards represent the values of your brand. That’s why behind the AI has several filtering tools to prevent content that is not appropriate for your brand.”
What is the future of generative AI marketing?
As we look to the future, it's clear that AI will play a key role in how marketers build connections between brands and audiences. The efficiency and scalability, along with the ability to create personalized content, make it a powerful technology with many practical implications.
However, it is a path that must be tread carefully. AI companies themselves have also, on several occasions, eventually backfire. Anyone who has used generative AI tools for any length of time knows that they are often far from perfect, open to hallucinations and misfires, and to advertisers who aren't paying close attention. I know it's possible.
All of this requires a careful approach. But the fact remains that AI will continue to be used in marketing strategies in increasingly innovative and creative ways.
Most interestingly, it provides an opportunity for brands and marketers to build more interactive and engaging relationships. The role of “consumer” has always had a passive connotation, but hopefully generative AI will give us the opportunity to take a more active role in the relationship.
This could have far-reaching implications for the dynamics between brands and consumers, and I'm looking forward to seeing where it takes us.