Pratik Thakar has been promoted by The Coca-Cola Company to serve as the global head of generative AI. He announced his appointment to the position on his LinkedIn post. He wrote, “I’m happy to share that I’m starting a new position as Global Head of Generative AI // Marketing Transformation Office at The Coca-Cola Company.”
Thakar will be in charge of creating innovative platforms that make use of AI technology to enhance the consumer experience across the whole portfolio of brands and product categories owned by The Coca-Cola Company.
At organizations like the World Federation of Advertisers, McCann WorldGroup, Grey Group, and Saatchi & Saatchi Asia, he had held a number of executive positions. Before being given the position of head of generative AI at Coca-Cola, Thakar was the global head of creative strategy and integrated content for the Coca-Cola portfolio.
The Coca-Cola Company has forayed into the field of generative AI by using the technology to create its latest advertisement. Coca-Cola launched an AI-powered campaign, Masterpiece, that has taken the world by storm, showing some of history’s most renowned artworks while using breakthrough artificial intelligence.
The VFX team at Electric Theatre Collective and creative firm Blitzworks collaborated to produce a magnificent commercial that flawlessly transitions between several forms of artwork using a mix of live-action images, digital effects, and AI.
In a recent blog post, Coca-Cola introduced “Create Real Magic,” an artificial intelligence (AI) platform that combines OpenAI’s GPT-4 and DALL-E technologies.