As Coca-Cola approaches its 150th anniversary, the beverage giant is proving that age is just a number in the digital age. Under the leadership of Pratik Thakar, its global head of generative AI, the company continues to pioneer new ways of connecting with consumers through technology while staying true to its emotional storytelling roots.
The company's Create Real Magic GenAI platform represents a bold step into the future of brand engagement. By opening up its cherished archive of logos and brand assets to digital artists worldwide, Coca-Cola has transformed its traditional one-way marketing approach into a collaborative creative ecosystem. This initiative does more than just generate fresh content – it democratizes the brand's creative process while helping demystify AI technology for the creative community.
What makes this strategy particularly powerful is how it aligns with Coca-Cola's long-standing mission to evoke feelings of connection and togetherness. The same brand that once taught the world to sing in perfect harmony is now inviting artists to reimagine its iconic imagery through the lens of artificial intelligence. With over 100 million social media followers across various platforms, these digital experiments reach a vast audience while maintaining the emotional resonance that has defined Coca-Cola's marketing for generations.
Perhaps most striking is Thakar's philosophy about brand ownership. Despite the company's careful stewardship of its valuable brand assets, he acknowledges that Coca-Cola ultimately belongs to the people who love it. By embracing this perspective and merging it with cutting-edge technology, Coca-Cola is writing the next chapter in its storied history – one pixel at a time.
NOTE: This is an extract of the chapter-opening vignette that appears exclusively in Chapter 8 of Business Communication Today, 16th Edition, by Bovee and Thill (Pearson).
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