Artificial intelligence has quietly become the new creative engine behind some of the world’s biggest brand campaigns. From hyper-personalised ads to real-time consumer engagement, brands like Coca-Cola and Cadbury are proving that AI isn’t just a tech buzzword; it’s a powerful storytelling tool.

Two major FMCG giants, Coca-Cola and Cadbury, have been early adopters, using AI to spark creativity, scale campaigns faster, and deliver more personalised experiences to millions.

Here’s a breakdown of how they’re doing it.

1. Coca-Cola: Building the World’s First AI-Powered Creative Platform

Coca-Cola has been one of the boldest global brands when it comes to integrating AI into marketing. They are reshaping how brands produce ads, collaborate with creators, and interact with consumers.

a. The “Create Real Magic” AI Platform

Coca-Cola launched its AI platform, Real Magic, which lets users generate creative artwork using:

• DALL·E (for images)

• GPT-based tools (for creative text)

• Coca-Cola brand elements (logo, ribbon, bottle silhouettes)

This allowed anyone, designers, creators, or fans, to make ads for the brand.
Thousands of artworks were submitted globally, and Coca-Cola turned selected entries into real-world billboards and marketing assets.

Why it worked

• Massive user-generated content

• Viral social buzz

• People felt emotionally connected to their creations

• A brand-led creative revolution

b. AI-Generated Video & Digital Billboards

Coca-Cola experimented with AI-generated short films, posters, and even dynamic AI-powered billboards that adapt visuals in real time based on:

• Time of day

• Temperature

• Foot traffic

• Trending events

This made Coca-Cola’s presence feel alive, responsive, and personalised.

c. Predictive Intelligence for Personalisation

Using AI models, Coke uses data to predict:

• What flavour trends are rising

• Which audiences to target

• What content performs best

This allows them to launch campaigns faster and with much higher accuracy.

2. Cadbury: Using AI to Create Hyper-Personalised Celebrity Ads

Cadbury India has been one of the smartest adopters of AI in emotional, festive storytelling.

a. "Not Just a Cadbury Ad" - The Shah Rukh Khan AI Campaign

This iconic campaign used deep learning + voice cloning to create ads for local small businesses during Diwali.

How it worked:

• Cadbury built an AI tool that allowed shopkeepers to generate an ad featuring Shah Rukh Khan.

• The AI recreated his voice, tone, facial expressions, and speech patterns.

• Each shop received a personalised video with SRK saying their shop name, product, and location.

This was arguably India’s most impactful AI marketing campaign.

Why it went viral:

• Emotional storytelling

• Support for local businesses

• Novelty of AI + celebrity personalisation

• Massive shareability on social media

b. Cadbury "My Birthday Song" AI Experience

Cadbury launched an AI-powered personalised birthday experience where:

• Users entered a friend’s name

• An AI engine generated a customised birthday song + video

• Cadbury packaged it as a warm gesture using their product

c. Cadbury’s Generative AI Ads

Cadbury has begun using generative AI tools to:

• Create unique packaging designs

• Produce social media creative variations

• Automate hundreds of localised ad versions

It lets them scale campaigns efficiently while keeping creativity intact.

What Makes AI So Powerful for Big Brands?

✔ 1. Unlimited Creative Variations

Brands can generate hundreds of artworks, ads, and scripts with AI in minutes.

✔ 2. Hyper-Personalization

AI allows brands to talk to millions one-to-one, not one-to-many.

✔ 3. Faster Campaign Execution

What earlier took weeks now takes hours.

✔ 4. Higher Engagement

Interactive AI experiences create shareable moments.

How Other Brands Are Joining the Trend

• Heinz used AI to create an entire campaign showing that AI still imagines ketchup as Heinz.

• Nike uses AI for consumer personalisation and virtual try-ons.

• Netflix uses AI to serve hyper-personalised artwork for every user.

• L’Oréal uses AI beauty filters and AR try-on experiences.

AI isn’t replacing creativity, it’s amplifying it.

Conclusion: AI Is Reshaping Creative Marketing Forever

Coca-Cola and Cadbury have shown that AI is not just a tool, it’s a creative partner. From personalised celebrity ads to AI-generated art, brands can now build campaigns that feel personal, interactive, and emotionally powerful.

As AI evolves, we’ll see more brands embracing:

• Hyper-personalization

• Real-time dynamic ads

• AI-powered storytelling

• Consumer-generated creative campaigns

The brands that succeed will be the ones that combine technology + human emotion, just like Coca-Cola and Cadbury.