Some say that we’ll need to adopt artificial intelligence (AI) or be made redundant by others using it.
If this is true, artists, designers, and other creatives are more at stake than most.
So, it’s interesting to see big companies like Coca-Cola choosing to kickstart their own generative AI journey with projects directed at including and enabling creatives.
The company has recently appointed a global head of generative AI, Pratik Thakar – becoming one of the first significant multinationals to do so.
It’s a sure sign of how important it thinks the technology will be.
In addition, it’s won acclaim with a stunning AI-generated advertising campaign that shows how AI, combined with human talent, can bring the wow factor.
Running through its other initiatives is a theme of empowering independent creators and small studios with the opportunities of generative AI.
The message is that artists have nothing to fear from AI and should embrace its power to enhance their skills.
Which sounds great – but does it hold water?
Here’s an overview of how the world’s most famous soft drink company uses (or plans to use) generative AI. These are use cases that, while technically excellent, raise interesting questions about how AI will change the relationship between technology, artists, and the corporations that put the money on the table.
Head of Generative AI
This year, Coca-Cola appointed Pratik Thakar as the global head of generative AI. Speaking to The Drum, he said AI will bridge the gap between human creativity and brand identity.
He said, “Coca-Cola has always bridged the divide … how do we make it more approachable … more palatable and useful to everyone?”
Thakar believes that the democratization of AI means the democratization of…