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    Coca-Cola set to continue generative AI efforts with holiday-season marketing push

    This upcoming holiday season Coca-Cola is hoping to win over users to its AI platform which allows them to create customized holiday greeting cards with prompts. The Create Real Magic platform was built for Coca-Cola by OpenAI and Bane & Company using assets from the Coca-Cola archive. For the greeting card effort, iconic Coca-Cola holiday artwork is being used.

    Coca-Cola, this past March, began asking its fans to use the Create Real Magic platform to create artwork for the brand with the potential for the final product to appear on billboard ads in New York and London. The callout had fans spending more than seven minutes and twelve seconds each and creating more than 120,000 images.

    The beverage behemoth believes that if it can offer an interactive, easy-to-use tool that appeals to consumers, particularly younger tech savvy consumers, it can help the brand retain relevance. 

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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