As an example of the “Real Magic” platform, the session began by showing Coca-Cola’s most recent major brand campaign “Masterpiece,” which was released earlier this year and featured AI technology to tell the story of a gallery where the art comes to life.

Moin spoke about the company’s brands as both a product and a promise, driven by imagination.

“A story is narrative imagined,” he claimed. “And today there will be billions of narratives in the world, but they’re not stories. The difference between a story vs. a narrative is the element of imagination, which is where creativity comes in.”

He also explained that AI was able to help create the campaign and realize elements of the work of the 11 artists in a way that could not have been done just a few years before.

“The element of craft and the obsession over craft is critical because five years back, we could not do this with the precision that we were able to use. The timing and the cost, because each artist has a different lens of colors, brushstrokes, style—what AI was able to do was to help us be true to the genre of the artists.”