Coca-Cola’s AI Culture & Innovation

In March 2023, Coca-Cola launched its “Create Real Magic” campaign, a groundbreaking initiative that explored the potential of generative AI in marketing. The campaign, which invited digital artists worldwide to remix Coca-Cola visuals using AI tools, showcased the intersection of AI and human creativity. Collaborating with OpenAI and Bain & Company, Coca-Cola displayed the submissions on iconic billboards in Times Square and Piccadilly Circus, highlighting the global reach of AI-driven storytelling.

The campaign not only engaged the public but also allowed Coca-Cola to experiment with AI’s role in content production. By leveraging generative AI, the company significantly accelerated the creative process, reducing production times from weeks to days or even hours. This efficiency provided marketing teams with greater flexibility and enabled real-time testing of creative ideas, marking a shift in how brands approach content creation.

Coca-Cola’s AI Campaign: Key Learnings

The campaign demonstrated that public collaboration can drive global engagement, with people worldwide contributing to the brand’s image. This inclusivity strengthened emotional connections and portrayed Coca-Cola as both innovative and authentic. However, the campaign also revealed the challenges of balancing AI-generated content with the human touch. A fully AI-generated holiday commercial in late 2024 was criticized for lacking emotional depth, emphasizing the importance of maintaining a human element in brand storytelling.

"AI can accelerate creativity, but it can’t replace the emotional intelligence that makes great storytelling," said a Coca-Cola spokesperson. "The campaign taught us that while AI is a powerful tool, it must be used in harmony with human creativity to preserve the authenticity that consumers expect from our brand."

Key Questions for Generative AI Projects

Coca-Cola’s experience underscores the need for strategic consideration when implementing generative AI. Leaders should ask themselves:

Internal Capabilities

What internal capabilities need development? Before launching the campaign, Coca-Cola trained internal teams, built expertise in generative AI tools, and partnered with specialists. Integrating AI into the company culture was crucial for success.

Human Creative Processes

Which creative processes should remain human-led? Coca-Cola selectively enhanced specific assets with AI, carefully determining where it could contribute effectively. Balancing automation is essential, as not all aspects of a business or content should be AI-generated.

Legal and Ethical Considerations

Are we prepared for legal and ethical challenges? Coca-Cola addressed intellectual property, data usage, and contributor rights by retaining ownership of the generated content and clarifying that submissions were for non-commercial personal use. This set clear expectations and protected the brand.

Brand Emotional Alignment

Does this align with brand perception? A campaign that achieves scale but feels insincere can harm trust. Generative AI should enhance connection and maintain authenticity.

Impact on Internal Culture and HR

The campaign influenced Coca-Cola’s internal dynamics, sparking enthusiasm across departments and enabling HR to focus on upskilling. Teams were encouraged to experiment with AI in their roles, exploring its implications for the future of work. HR played a key role in coordinating training, managing the ethical implementation of new tools, and supporting change management. This also improved Coca-Cola’s employer branding, attracting creative and tech-savvy talent.

Preparing for Generative AI Opportunities

HR teams can prepare by focusing on five key areas: cultivating a culture of curiosity, partnering with legal to create clear guidelines, providing fluency training, updating talent strategy, and addressing the emotional impact of change. By involving HR early, companies can ensure a smooth transition to AI-driven processes.

Key Takeaways for Leaders

Generative AI is transforming creativity, collaboration, and success metrics. Coca-Cola’s campaign demonstrated the potential of experimentation, collaboration, and technology in supporting meaningful contribution. While interest in AI remains high, people still desire content that is emotionally authentic and culturally relevant. AI enhances storytelling by redefining how stories are created, shared, and scaled. Companies should prioritize curiosity, trust, and an HR strategy that leverages AI to support meaningful work and growth.