The Coca-Cola Company, in collaboration with Adobe, has launched an intelligence platform to assist brands with content creation. The platform, called ‘Project Fizzion,’ helps creative teams create content up to ten times faster, the drinks giant claims.
Fizzion works by understanding how Coca-Cola’s designers operate inside Adobe products like Illustrator and Photoshop.
As designers make decisions, the AI tool is able to learn from their creative intent and encodes this into a ‘StyleID’ – a machine readable identity that automatically applies brand rules across assets.
Once StyleID is trained, it can serve as a real-time guide to designers and agency partners to generate localised campaigns, turning brand guidelines into assets across the more than 200 brands the giant owns and over 200 regions it operates in.
Therefore, agencies and creative teams at Coca-Cola can generate multiple campaign iterations based on the Style ID.
Fizzion understanding the creative intent of designers also addresses issues around AI misinterpreting brand guidelines.
“We developed a solution that addresses the challenge of misinterpreting brand guidelines – a critical hurdle in AI-powered content.” Dominik Heinrich, Senior Director of Global Design Intelligence and Tech at Coca-Cola, explains. “[This integration] eliminates the lengthy, error-prone process of engineers training AI on brand guidelines through a disconnected lens.”
Despite this, the drinks giant stressed that the aim of Fizzion is not to replace creatives, and that “designers remain fully in control.”
The platform is in its pilot phase. The AI system is built upon Adobe’s Firefly AI and is integrated within Adobe Creative Cloud, for use in the Illustrator, InDesign, and Photoshop applications.
