For years, AI was seen as the silent partner in marketing, optimising campaigns in the background. But now? It’s taking centre stage. From hyper-personalised campaigns to AI-generated creativity, some of the biggest brands in the world have fully embraced artificial intelligence to push boundaries, spark conversations, and sometimes stir up a little controversy.
Here’s a look at five AI-powered campaigns that are proving just how far marketing has come—and what’s next.
- Coca-Cola’s AI-Christmas: Festive magic or digital miss?
Coca-Cola took its “Holidays Are Coming” tradition to a new level in November 2024, rolling out a 15-second ad entirely created using AI via its “Real Magic AI” platform. The ad featured the iconic red trucks driving through snowy landscapes, but only this time, something felt different.
Viewers were quick to notice that the AI-generated visuals lacked the warmth and nostalgia of previous years, with some even calling it “dystopian.” Despite mixed reactions, Coca-Cola defended its AI-powered approach, highlighting how it allows for more cost-effective, scalable, and localised content tailored to different markets.
Was this an innovation win or a creative misstep? Either way, it got people talking.
- Nike’s “A.I.R.” – When AI and sneaker culture collide
In early 2024, Nike launched its “A.I.R.” campaign, a bold fusion of AI, creativity, and personalisation. Instead of just automating design, Nike used generative AI to create an exclusive sneaker collection, each pair uniquely crafted based on real-time trends, performance data, and customer preferences.
The breakthrough? Hyper-personalised, limited-edition sneakers that blend cutting-edge tech with Nike’s signature aesthetic. By turning raw data into wearable art, Nike proved that AI isn’t just streamlining production, it’s redefining creativity and storytelling.
- Fiverr’s “Nobody Cares” musical reality check on AI and creativity
Fiverr took a bold and unexpected approach to the AI conversation with its latest campaign, “Nobody Cares.” Instead of the usual tech-driven messaging, Fiverr went full Broadway-style musical, complete with jazz hands, a catchy tune, and playful appearances from familiar faces like Corporate Bro Ross Pomerantz and Fiverr’s CEO, Micha Kaufman.
But beyond the theatrics, the ad delivers a sharp and timely message: AI is a tool, not a replacement for human creativity. While AI can assist, refine, and optimise, the real magic happens when human expertise, strategy, and emotion come into play.
The bigger picture? In a world debating automation and job displacement, Fiverr’s stance is refreshingly clear: human talent is irreplaceable.
- Virgin Voyages’ “Jen AI” Campaign Makes Waves in Personalised Marketing
Virgin Voyages isn’t one to follow the tide, and with its “Jen AI” campaign, it’s making waves in cruise marketing. Launched in June 2023, the campaign brings an AI-generated version of Jennifer Lopez, the brand’s Chief Celebration Officer, to life, blending star power with cutting-edge tech.
But this isn’t just another AI stunt. Instead of relying on stock footage and scripted ads, Virgin Voyages introduced an interactive way for potential cruisers to generate their personalised video invitations featuring J.Lo’s AI likeness. These custom invites allowed users to celebrate milestones and encourage friends to join them on a Virgin Voyages cruise.
The impact? A campaign that makes inviting friends to a cruise more engaging and shareable, using AI-powered personalisation to enhance the pre-booking experience.
- Heinz’s AI experiment on finding what AI thinks ketchup looks like
Heinz has a knack for playful, consumer-driven marketing, and its “Heinz A.I. Ketchup” campaign took that to a new level. Partnering with creative agency Rethink, the brand used OpenAI’s DALL-E 2 to explore how AI envisions ketchup.
And guess what? Every single AI-generated image looked like Heinz.
By inviting consumers to submit their AI-generated prompts, Heinz turned this into a crowdsourced experiment, blurring the line between AI and brand identity. The campaign even won a Silver Cannes Lion in 2023, proving that AI isn’t just a tool for automation; it’s a way to spark creativity, reinforce branding, and deepen consumer engagement.
These campaigns prove one thing: AI is no longer just a behind-the-scenes tool, it’s front and centre in marketing innovation. Whether it’s reviving nostalgia, enhancing creativity, or delivering hyper-personalised experiences, brands that embrace AI strategically are setting themselves apart.
And if you're wondering how to make AI work for your brand, we’ve got you covered.
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