Coca-Cola's AI Culture & Innovation

In March 2023, Coca-Cola started its “Create Real Magic” campaign, exploring how generative AI could be used at work. They collaborated with OpenAI and Bain & Company, inviting digital artists globally to use AI in remixing Coca-Cola visuals. Many submissions, each offering a unique take on the brand, were displayed on billboards in Times Square and Piccadilly Circus.

This initiative allowed the public to engage in storytelling, utilizing Coca-Cola’s assets like the contour bottle. While the campaign ended in March 2023, it broadened discussions on the impact of generative AI on marketing, corporate culture, innovation, and leadership.

Coca-Cola's AI Campaign: Key Learnings

The campaign demonstrated that public collaboration can drive global engagement, allowing people worldwide to contribute to the brand's image. This inclusivity strengthened emotional connections and portrayed the company as innovative while preserving its identity. Coca-Cola also discovered that AI significantly accelerates content production, reducing weeks to days or hours, providing marketing teams with greater flexibility and enabling real-time testing of creative ideas.

However, speed doesn't guarantee success. A fully AI-generated holiday commercial in late 2024 was criticized for lacking the emotional depth typically associated with Coca-Cola ads. Despite some calling it “dystopian,” Coca-Cola defended it as an experiment in combining human and AI creativity. This highlighted that while consumers may appreciate AI-driven content, they still expect brands to maintain a human touch.

Key Questions for Generative AI Projects

Coca-Cola’s experience highlights the need for strategic consideration. Leaders should consider these questions when planning AI initiatives:

Internal Capabilities

What internal capabilities need development? Coca-Cola had already trained internal teams, built generative AI tool expertise, and partnered with specialists before launching the campaign. AI integration should be part of the culture.

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 crucial, as not all business aspects or content should be AI-generated.

Legal and Ethical Considerations

Are we prepared for legal and ethical challenges? This includes addressing intellectual property, data usage, and contributor rights. Coca-Cola retained ownership of the generated content and clarified that submissions were for non-commercial personal use, setting clear expectations and protecting 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, creating momentum for digital transformation. It sparked enthusiasm across departments and enabled 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 who viewed the company as both a legacy brand and a hub for modern ideas.

Preparing for Generative AI Opportunities

HR teams can prepare by focusing on five key areas. It's important to involve HR early. Other companies can do the same by focusing on five key areas.

Culture of Curiosity

Cultivate curiosity by encouraging exploration and experimentation with AI. Teams can trial different AI tools and share findings in informal sessions to increase comfort levels.

Legal Partnerships

Partner with legal to create clear internal guidelines on AI usage, data limitations, and transparency. HR can help define and implement these boundaries.

Fluency Training

Provide training on AI capabilities and its integration into daily roles. Employees need to understand AI and how to effectively work with it. HR can integrate this into leadership development and onboarding.

Talent Strategy

Update talent strategy and recruiting language to highlight the use of generative AI in campaigns or product innovation. This promotes a forward-thinking culture.

Emotional Impact

Address the emotional impact of change by facilitating open conversations about the implications of AI on roles, expectations, and development.

Key Takeaways for Leaders

Generative AI changes creativity, collaboration, and success metrics. Coca-Cola 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.