Imagine an ad featuring a cat, a polar bear and Santa Claus playing poker in space and surrounded by Coca-Colas.

That strange visual may actually come to pass as Coca-Cola launches a new initiative, “Create Real Magic,” that invites creators to create visual art using artificial intelligence tools as well as some of the company’s branded assets.

The program, which will be available for consumers in the United States, Australia, select countries in Europe and elsewhere, will use Open AI products GPT-4, which produces text from search engine queries, and DALL-E, which produces images based on text, to create visuals using some of the brand’s iconic imagery (including the brand’s distinctive contour bottle, script logo and even Santa Claus). The creation engine was built for Coca-Cola by OpenAI and Bain & Company, a result of a new global services alliance launched by the two companies.

“It’s an experiment to see where co-creation can take us,” said Pratik Thakar, global head of…

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