Natural Language Processing (NLP) has become an increasingly important part of marketing and consumer experiences, and now The Coca-Cola Company is leveraging OpenAI’s generative AI technology to further optimize their campaigns. Coca-Cola has recently partnered with OpenAI and Bain & Company to use OpenAI’s ChatGPT and DALL-E platforms to craft personalized ad copy, images, and messaging.
OpenAI created ChatGPT to generate conversations that resemble a real person, and DALL-E creates images from text. For example, if someone were to enter a description about a glass of Coca-Cola, DALL-E could generate a realistic photo of it. This could be useful in Coca-Cola’s ad campaigns, allowing them to quickly create content for thousands of use cases.
Despite the potential benefits of generative AI, there are still risks associated with its use. Some of the issues that companies like Coca-Cola could face with this technology include hallucinations, copyright infringement, and weird output from AI models. Because of this, Chief Marketing Officers (CMOs) are expected to prioritize accountability for ethical AI in their marketing strategies.
By leveraging generative AI like OpenAI’s ChatGPT and DALL-E, The Coca-Cola Company is continuing to innovate in the marketing and advertising world. This technology has the potential to help companies create content quickly and at scale, but there are still risks associated with its use. For this reason, CMOs must ensure that they are creating ethical and responsible marketing campaigns that do not compromise user privacy or put consumers in danger.