The Coca-Cola Co. has released Coca‑Cola Y3000, a brand the soft-drink giant claims was co-created with artificial intelligence.
Coca‑Cola said Y3000 had been created using insights taken out of data gathered from consumers who had interacted with the company’s media applications. The visual branding for Y3000 has also been partly created using AI-powered processes that generate imagery.
A Coca‑Cola Y3000 Zero Sugar variant will be available for a limited time in the US, Canada, Europe, China and Africa.
In the US and Canada, consumers will also be able to buy a non-diet version.
“We intentionally brought human intelligence and AI together for an uplifting expression of what Coca‑Cola believes tomorrow will bring,” Oana Vlad, senior director of global strategy at The Coca‑Cola Co. said.
Part of the marketing drive for the Coca‑Cola Y3000 brand includes a camera filter experience on the Coca-Cola Creations Hub, which users can access by scanning a QR code on the packaging. It gives users access to a camera filter that maps the brand’s vision of the future on any photos captured.
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A previous example a limited-edition Coca-Cola flavours from its “creations” range was its Starlight CSD, which also featured QR code marketing. That QR gave scanners access to an augmented reality experience where singer Ava Max sang tracks from her albums against a cosmos backdrop.
In February, Coca-Cola struck a deal with management consultancy firm Bain & Co. to explore the use of OpenAI tools including systems ChatGPT, DALL·E and Codex. The Sprite brand owner said at the time it saw opportunities to enhance its marketing efforts through AI, as well as “exploring ways to improve” its business operations and capabilities.
Last month, the soft-drinks giant sold 80,000 digital assets for $500,000 via a NFT (non-fungible token) auction of its ‘Masterpiece’ collection. Over the course of a 72-hour sale, roughly 80,000 of the NFTs were purchased by collectors and crypto-token prospectors.Spotlight: Generative AI – beyond the hype