Lessons learned
By developing its own AI tools, JLL is finding new ways to use AI to facilitate commercial real estate.
For example, JLL GPT helped generate 3D rental visualizations, calculate sustainability risks, and generate investment leads.
3. Coca-Cola
AI’s big moment
Coca-Cola has partnered with Silverside AI to reimagining its classic “Holidays Are Coming” commercial last month.
Known for its annual holiday campaign, this year’s advertising is also included the brand’s Christmas Truck Tour, its second annual “The World Needs More Santas” ad, and a digital AI experience that lets people create custom snow globe animations.
Last year, the brand used AI for its “Create real magic” campaign, allowing people to create digital greeting cards using generative AI.
What happened next?
According to Andrew Tindall, System1’s vice president of partnerships, emotional reaction to the announcement was “extremely positive”, with a score of 5.9 in the US and UK.
However, Coca-Cola faces scrutiny for using AI to create the ad, as many artists and creative professionals have expressed concerns about creative jobs being replaced by technology.
The brand responded to the backlash by stating: “…We are always exploring new ways to connect with consumers and experimenting with different approaches. This year, we created films through the collaboration of human storytellers and the power of generative AI. Coca-Cola will always remain committed to creating the highest level of work at the intersection of human creativity and technology.
Lessons learned
Using Stable Diffusion, Pactto, DALL-E, and ChatGPT AI systems made the creation process faster, more collaborative, and allowed Silverside AI to send changes and updates more frequently to Coca-Cola.
The company also found it could use AI to develop personalized versions of the campaign for various cities and markets.
However, keeping up with the evolving technology has been a challenge, as new AI tools have been launched since work on advertising began in June. Silverside AI also noted that the accuracy of the technology was poor and that the ad had to be changed to match Coca-Cola’s color palette and logo.
