Hi all! Just want to let you know that as we enter the holiday season, AI Elixir will be published on a more sporadic schedule. This will be the last issue for November and I’ll only publish twice in December. Enjoy the holidays and let’s get to it!

Coca-Cola Launches AI Generated Holiday Ads

Earlier this week, Coca-Cola revealed that it had used generative AI for its holiday ad campaign.

Coca-Cola collaborated with three AI studios—Secret Level, Silverside AI, and Wild Card—to produce three variations of the commercial, which will air worldwide on TV, connected TVs, and digital platforms.

Additionally, the company introduced a new generative AI experience accessible through QR codes on Coke cans, directing consumers to interact with a virtual Santa Claus. Scanning the QR code leads to the "Create Real Magic" website, which Coca-Cola first launched last year as part of its initial major generative AI marketing initiative. While the site originally let users create holiday-themed postcards using Coca-Cola's iconic Christmas imagery, it now allows people to chat with the virtual Santa to generate more festive images to share on social media.

Check out one of the the commercials below:

As video models like Runway, Luma and Kling continue to improve in quality and controllability, we will see more and more big brands use them for final broadcast ready output which will increase exposure and acceptability.

Navigating AI Ethics For Marketers and Advertisers

Establishing an ethical framework for AI usage is crucial to prevent technology misuse. Without it, AI can lead to privacy breaches, unfair biases, and other risks that are often overlooked at the outset. Here’s a great piece from Hubspot that breaks down the concerns and what can be done to avoid missteps. Please also check out the companion video below.

Just as humans operate with moral principles, so too should the technology we create. As AI becomes an essential tool across various industries, implementing ethical guidelines is crucial to ensure its fair and safe usage.

Fact of the Week

Natual Multilingual AI Voice Dubbing

Panjaya offers some of the most natural voice dubbing I have seen to date. Their tools are easy to use and they have also just launched their BodyTalk platform which not only syncs lips and voice but also adds body language syncing to create even more convincing results.

A lot of marketers in the health and wellness space are sitting on huge amounts of educational video content that could be enjoyed by a much wider audience if translation was simple, cost-effective, and the results appeared natural. We are finally getting to that place, and it's very exciting.

Thanks! See you next week.

A graphic designer by training, Dan’s career includes pivotal roles leading teams through every major advertising and marketing technology sea change of the last 30 years from the origins of interactive media and the world wide web to ecommerce, mobile, spatial computing and now artificial intelligence, Dan thrives on bringing new and never-been-done-before solutions to his clients.

Dan’s impressive client portfolio includes collaborations with industry giants and pioneers such as Apple, Barnes & Noble, Burton Snowboards, Ford Motor Company, Home Depot, Nike, P&G, Sherwin Williams, and Walmart.

Parallel Path is the proven guide for leading health and wellness brands who are ready to explore inventive and high-performing marketing strategies. We’re dedicated to working with brands who pursue wellbeing and defy conventions.