The news: Coca-Cola creative strategy head Pratik Thakar had a counter-intuitive message for marketers at AdAge’s Web3 Marketing Summit earlier this month—invest in artificial intelligence instead of Web3.
Thakar’s presentation outlined why Coca-Cola thinks it’s more worthwhile to invest in artificial intelligence than Web3 for marketing purposes. The main argument: “AI is going to be more fundamental” than Web3 technologies like NFTs and the metaverse.
More than a fad: There’s more than a few similarities between the current zeitgeist surrounding artificial intelligence and last year’s Web3 frenzy. Both seemingly appeared out of nowhere, were more appealing to corporations than consumers, and were buzzy new technologies heralded as “the future” of, well, everything.
Generative AI and brands: Other than data management, one of the most promising AI uses for marketers is content generation. Generative AI platforms like Midjourney can create compelling, high-quality images that can help major brands cut down on creative costs significantly.
Our take: Coca-Cola is one of the predominant brands in the world, and its commitment to generative AI is part of a wave of advertising developments that make it clear that the technology is here to stay.