Coca-Cola's sports drink brand BodyArmor features AI-generated images in its Super Bowl advertisement titled 'Field of Fake', emphasizing the product's lack of additives through cultural commentary comparing real footage with AI-generated content. The ad will air in 20 U.S. markets and Canada.

Coca-Cola innovatively launched a customizable holiday card through its AI platform 'Create Real Magic', emphasizing interactivity. The company focuses on a diverse experience that connects brand and culture by going beyond traditional advertising with Sphere, games, and music. In terms of brand building, it offers free tools that reward user creations being showcased on billboards, strengthening relationships with consumers. Coca-Cola shifts towards an 'experience and participation' model, striving to maintain audience attention in an age of media fragmentation.