Coca-Cola gears up for the holiday season by launching an AI-powered platform, “Create Real Magic,” enabling users to craft personalised holiday greeting cards. Developed in collaboration with OpenAI and Bane & Company, the platform utilises iconic Coca-Cola holiday artwork. Having earlier engaged fans to create artwork for potential billboard ads, Coca-Cola aims to captivate tech-savvy consumers while staying innovative and relevant in the AI era. The company revamped the platform with enhanced features, collaborating with digital artists from its Real Magic Creative Academy. Accessible through the holidays, the platform allows users to design custom cards using prompts and images, fostering interactive experiences. This initiative exemplifies Coca-Cola’s shift towards more engaging customer interactions beyond traditional advertising, exploring avenues like gaming and music. By incentivising users to contribute artwork for potential billboards, Coca-Cola aims to track engagement metrics, emphasising the importance of creating shareable brand content for brand sentiment and customer relationships in today’s fragmented media landscape.

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