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 has helped generate 3D leasing visualizations, calculate sustainability risks, and power investment leads.
3. Coca-Cola
The Big AI moment
Coca-Cola partnered with Silverside AI to reimagine its classic “Holidays Are Coming” ad last month.
Known for its annual holiday campaign, this year’s ad also included the brand’s Christmas Truck Tour, its second annual “The World Needs More Santas” ad, and a digital AI experience that allows people to create custom snow globe animations.
Last year, the brand used AI for its “Create Real Magic” campaign, allowing people to create digital holiday cards using generative AI.
What happened next?
According to System1’s svp of partnerships Andrew Tindall, emotional response to the ad was “overwhelmingly positive,” with a score of 5.9 in both the U.S. and U.K.
However, Coca-Cola faced scrutiny for using AI to create the ad, as many artists and creative professionals expressed concerns about creative jobs being replaced by the technology.
The brand responded to the backlash by saying: “…We are always exploring new ways to connect with consumers and experiment with different approaches. This year, we crafted films through a collaboration of human storytellers and the power of generative AI. Coca-Cola will always remain dedicated to creating the highest level of work at the intersection of human creativity and technology.”
Lessons learned
Using AI systems Stable Diffusion, Pactto, DALL-E, and ChatGPT sped up the creative process, made it more collaborative, and allowed Silverside AI to send Coca-Cola edits and updates more frequently.
The firm also discovered that it could use AI to develop custom versions of the campaign for various cities and markets.
However, keeping up with the evolving technology was a challenge, as new AI tools have launched since work on the ad began in June. Silverside AI also noted that the technology’s precision was off and the ad needed to be tweaked to match Coca-Cola’s color scheme and logo.
