Coca-Cola has launched a new Generative AI initiative for its Christmas Card campaign, allowing customers to create their own Coke-themed cards to send to family and friends. This demonstrates the company’s commitment to innovation and engaging with new technology.
The use of Generative AI has been shown to effectively drive engagement, with the potential to reach new audiences. AI marketing initiatives have resulted in double the engagement of other content, and 60 percent of those engaging had not previously interacted with the brand on digital channels.
While the opportunities for Generative AI in marketing are promising, there are also challenges and ethical considerations regarding its use. Coca-Cola has implemented “guardrails” to ensure that the technology is used in ways that align with the brand’s values and prevent potential misuses.
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