Coca-Cola, in collaboration with OpenAI and Bain & Company, introduces ‘Create Real Magic,’ a GenAI platform aimed at transforming digital art.

Coca-Cola has entered a new phase with ‘Create Real Magic,’ a GenAI platform that’s changing the way digital art is created. In partnership with OpenAI and Bain & Company, this initiative combines the text generation capabilities of GPT-4 with the image creation capabilities of DALL-E.

‘Create Real Magic’ opens up Coca-Cola’s creative assets, including the iconic bottle, script logo, and beloved characters like the Coca-Cola Santa Claus and Polar Bear, to artists in the U.S., Australia, and select European countries. Artists can use these assets on until March 31 to create AI-infused artwork. The platform also offers a contest where artists can have their work featured on digital billboards in New York’s Times Square and London’s Piccadilly Circus. According to James Quincey, Chairman and CEO of The Coca-Cola Company, this initiative reflects Coca-Cola’s commitment to exploring the potential of GenAI in the world of art and business.

Behind this initiative is the partnership between Bain & Company and OpenAI, with Coca-Cola leading the way. The partnership combines Bain’s strategic expertise with OpenAI’s GenAI capabilities to push the boundaries of digital creativity.

As part of this campaign, selected artists will attend the ‘Real Magic Creative Academy’ at Coca-Cola’s headquarters, working alongside the company’s Global Design and Creative teams and OpenAI. This workshop embodies Coca-Cola’s ‘Real Magic’ brand philosophy, blending human creativity with algorithmic precision to redefine marketing and customer engagement in the GenAI era.