Coca-Cola, AI and 3D: A new era for branded content

At the NVIDIA GTC 2025 conference, Coca-Cola unveiled the behind-the-scenes of its creative transformation. Through the adoption of real-time 3D and generative AI, the iconic brand is redefining its relationship with design, storytelling, and innovation.

AI and Real-Time 3D: tools, but above all, a change of culture

Coca-Cola deeply integrates AI and 3D into its workflows, in collaboration with NVIDIA and virtual creation solutions like Omniverse. The new creative pipeline: old method took weeks or months; today with generative AI and real-time 3D: accelerated creation (modeling and rendering in a few days), automation of repetitive tasks (AI generates visual variants, slogans, or backgrounds), and virtual collaboration (teams create together in immersive 3D environments). Concrete example: Coca-Cola can create a digital twin of a new product, visualize it in-store, simulate a campaign in several countries, and test customer perception — without ever leaving the virtual studio.

Generative AI: serving brand imagination

AI is trained on proprietary data (branding, tone, history) and becomes a strategic assistant. It can propose content tailored to each market, every audience, each channel. CEO James Quincey: “We want AI that respects our brand identity, but that also opens doors we would have never contemplated.”

3D: an infinite playground

Through NVIDIA Omniverse, Coca-Cola uses 3D to: prototype products quickly, test different finishes, create visual universes for social media, simulate consumer interactions in AR or VR. Realistic modelling of bottles, cans, displays, and POS materials with condensation, reflections, and textures. Instant photorealistic renderings with dynamic shadows, realistic materials. Integration into virtual worlds (metaverse, gaming, AR filters).

Perspectives: Coca-Cola as a trailblazer

Other brands are following: Nike uses 3D for collections digitally before physical prototyping. L’Oréal employs AI to test campaigns and analyze customer sentiments. Mercedes-Benz simulates marketing campaigns in digital twins of cities. The brand content industry is entering an era where production times drop, experiences become more personalized, and storytelling is enriched with new visual layers.

And now? What this means for creatives and marketers

Skills are evolving — technological curiosity becomes an essential trait. Workflows need to change toward collaborative, agile, interconnected tools. Accessibility is democratizing — platforms like Runway ML, Adobe Firefly, Canva Magic Studio are making these technologies accessible to SMEs and freelancers.