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  • Writer's pictureBianca Prade

Art Meets AI: How Coca-Cola's 'Create Real Magic' Campaign Redefined Creativity

Updated: Dec 3, 2023




In the dynamic world of PR and digital communications, our role transcends traditional strategy; we become akin to coaches navigating the latest tools and technology. This is a field where adaptability and creativity reign supreme, as demonstrated by Coca-Cola's 'Create Real Magic' campaign in early 2023. Let's explore how, by thoughtfully selecting and integrating AI tools, we can revolutionize our communication strategies, regardless of the size of our business.


Understanding Your AI Teammates


AI technologies, each with its unique strengths, are akin to players in a fantasy football league. Coca-Cola's 'Create Real Magic’ campaign exemplifies this beautifully. They invited consumers to use OpenAI’s GPT-4 and DALL-E to create original artwork for their ads. This initiative illustrates how choosing the right AI tool is crucial for achieving specific communication goals.


Assessing Your Team's AI Readiness


Preparing your team for AI integration is key. Coca-Cola's campaign showed that with the right training and mindset, even large-scale AI initiatives can be seamlessly integrated. It's about fostering an environment where your team can effectively collaborate with AI technologies.


Drafting Your AI Players


Incorporating AI into your strategy should be a strategic decision. For smaller companies and startups, this could mean using AI tools like DALL-E 2 or BlueWillow to create user-generated content. This approach drives brand interest and engagement, much like Coca-Cola’s campaign.


AI: A Team Player, Not the Entire Team


Coca-Cola's campaign is a reminder that AI, while a star player, is not the entire team. It enhanced creativity and engagement but didn’t replace the human element – the strategic thinking, emotional intelligence, and creative direction behind the campaign.


Adapting to the New Game Plan


Embracing AI, as shown by the 'Create Real Magic' campaign, requires flexibility and a willingness to experiment. It's about evolving your strategies to make communications more impactful and attuned to your audience’s needs.


Practical Steps to Implement AI in Your Strategy


1. Identify Your Goals: Define what you want to achieve with AI.

2. Choose the Right Tools: Select AI tools that align with your goals.

3. Educate Your Team: Prepare your team to work with AI.

4. Launch a Pilot Project: Test your strategy on a small scale.

5. Analyze and Adapt: Use data to refine your strategy.

6. Stay Human-Centric: Keep the human element central in your strategies.


For more inspiration, visit Coca-Cola's 'Create Real Magic' campaign at www.createrealmagic.com to see the top community creations. Here, you’ll find ideas on using AI in creative and engaging ways.


Integrating AI into communication strategies is just one of many tools in our digital landscape. By thoughtfully selecting your AI tools and aligning them with human insights, creativity and strategy, you can not only participate in the game of communication but lead and redefine it.




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