A depiction of editor Liz Dominguez's desk in the year 3000 using the Coca-Cola Y3000 AI Cam, powered by generative AI.
Coca-Cola’s latest immersive experience is leveraging the power of artificial intelligence and QR codes. The iconic beverage brand is taking consumers to the year 3000, using AI to design art for a new limited-edition product, Y3000, and allowing users to generate images/videos with the help of generative AI.
Consumers can access the experience, located on the Coca-Cola Creations Hub, by scanning QR codes on soda packs. Once inside the platform, they’ll be able to create their own futuristic environments, creating images on the Coca-Cola Y3000 AI Cam with the help of generative AI tech powered by Stable Fusion.
Coca‑Cola Y3000 Zero Sugar, which the company said was co-created by humans and AI, sports a futuristic feel with a silver base complemented by pops of violet, magenta, and cyan, showcasing liquid in a “morphing, evolving state.”
“We hope that Coca‑Cola will still be as relevant and refreshing in the year 3000 as it is today, so we challenged ourselves to explore the concept of what a Coke from the future might taste like—and what kind of experiences would a Coke from the future unlock?” said Oana Vlad, senior director, Global Strategy, The Coca‑Cola Company, in a statement.
“The ‘Real Magic’ brand platform celebrates unexpected connections that make the ordinary extraordinary, so we intentionally brought human intelligence and AI together for an uplifting expression of what Coca‑Cola believes tomorrow will bring," Vlad added.
Last year, the company leaned into augmented reality, and now the company is embracing AI to continue building on Coca-Cola’s capabilities and deepen engagement, said Vlad. “The role of every drop is to leverage the latest, most advanced technologies and cultural trends to create novel experiences."
Coca-Cola Is Ahead of the Generative AI Game
We can expect generative AI to play an increasingly large role at Coca-Cola, particularly as the company recently met to discuss its ambitions during an inaugural “Real Magic Creative Academy” event at its headquarters in Atlanta this past August.
The event occurred over three days and included over 30 digital artists, creative technologists, and entrepreneurs who explored the intersection of creativity and generative AI through educational sessions, co-creation workshops, and networking.
Coca-Cola was also one of the earliest partners to sign on to use OpenAI’s generative AI tech for marketing and consumer experiences.
Other CPGs are making moves in the Gen AI sphere as well, including Mars for its pet business, using AI to predict whether cats or dogs could develop chronic kidney disease. Colgate-Palmolive is exploring generative AI within the e-learning space, creating relevant educational and marketing content. Nestlé, Campbell’s, Mars, Givaudan, and PepsiCo are reportedly using a generative AI platform called Tastewise, which helps consumer goods companies to develop new product ideas and create market research reports.
According research firm MarketResearch.biz, global generative AI in the CPG market is expected to be worth around $283.5 million by 2032 from $39.2 million in 2022.