Coca-Cola uses AI to automatically generate branded content

Coca-Cola looks to the future and uses AI to generate real-time intelligent design.

Coca-Cola is a brand with 139 years of history and is known worldwide. Without a doubt, its corporate identity is recognizable even without showing the logo. However, when it comes to representing its image in more than 200 countries, it still relies on PDF brand identity manuals.

The brand has decided to fix this and has teamed up with Adobe to launch Project Fizzion. This initiative involves training AI with the brand’s designers, who will teach it the master visual guidelines of Coca-Cola’s corporate identity.

“Project Fizzion” is the name of the Coca-Cola and Adobe project. The brand aims to automate its workflow using “StyleIDs” and replace outdated brand identity manuals.

By using Adobe Creative Cloud tools such as Illustrator and Photoshop, they will make the brand’s visual identity machine-readable. These StyleIDs will allow applications like Canva, Typeface, or Sitecore to interpret Coca-Cola’s visual guidelines.

With this move, Coca-Cola aims to mass-produce branded graphic content. It will democratize its visual identity, but by setting clear visual guidelines, it will not lose creative control. Under the slogan “Designers Lead. AI Follows.”, the campaign declares a new paradigm: human creativity first, AI as an ally.

According to the brand, in a statement: “Redefine how global brands should be built in an environment led by artificial intelligence. This is a statement of intent for a future where brands must not only be visually consistent but also dynamic, scalable, and adapted to the ever-changing pace of the digital environment.”

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