Liz Dominguez

The technology works with a Shutterstock library of nearly 1.3 million 3D objects and visual content that already exists within WPP’s network.

The Coca-Cola Company is beginning to scale its global marketing efforts with generative AI, configuring advertising materials on Prod X, a production studio experience that uses digital twin technology.

The company is working with NVIDIA and WPP, becoming an early adopter of their microservices to personalize Coca-Cola and meals imagery across 100-plus markets with hyperlocal relevance and speed on a global scale, according to Samir Bhutada, global VP of StudioX digital transformation.

• Also read: Coca-Cola’s Lens Platform Is Changing the Way Insights Are Shared With Retailers

Expedited Content Creation

The partnership is expected to let Coca-Cola to quickly automate content creation with multilingual text and streamline processes for advertisers and marketers. The technology works with a Shutterstock library of nearly 1.3 million 3D objects and visual content within WPP’s network.

Following written prompts, the studio automatically pulls from this visual asset library to create AI-generated images and videos that are designed to be brand-compliant. As Coca-Cola explores this archive, it will be able to build a virtual environment by moving items around and assembling objects into 3D scenes.

The technology runs on a 3D framework that integrates with various software and data formats for virtual world-building.

Coca-Cola has been taking an energetic approach to emerging generative AI applications, recently forming a significant $1.1 billion partnership with Microsoft to integrate cloud and AI platforms so it can experiment and innovate with AI use cases across multiple business functions.