Coca-Cola uses Stable Diffusion artificial intelligence model to create its latest flavor: "Y3000 Zero Sugar" soda from the future
Coca-Cola has launched "Coca-Cola Y3000 Zero Sugar," a "limited edition" drink that was reportedly co-created with artificial intelligence, leaping into the future of artificial intelligence hype. Its futuristic name hints at the flavor of 3,000 years ago (977 years ago). But its marketing relies on artificial intelligence-generated imagery in 2023, thanks to the controversial image synthesis model Stable Diffusion.
Image via Coca‑Cola
When the "Coca-Cola Y3000 AI Cam" mobile application was launched, the technology Stable Diffusion was mentioned , which gained the ability to generate images by crawling hundreds of millions of copyrighted works on the Internet (without the permission of the copyright owner). Currently, It also faces lawsuits for copyright infringement.
But the controversy isn't mentioned in Coca-Cola's marketing materials, which lean toward today's hot artificial intelligence-centric technology trend. "We want Coca-Cola to still be as relevant and fresh in the year 3000 as it is today, so we challenged ourselves to explore what the future of Coca-Cola will taste like and what will the experience of Coca-Cola of the future be?" Oana Vlad, senior director of global strategy at Coca-Cola, said in a news release stated on the manuscript.
To explore this hypothetical future, Coca-Cola developed a mysterious flavor and packaged it into an AI-themed marketing package and mobile web-based app that combined human designers and the aforementioned Stable Diffusion. There’s no direct mention of using AI to develop flavors, only this statement: “Perspectives from fans around the world, combined with insights gathered by AI, helped inspire Coca-Cola to create Y3000’s unique flavors.”
In fact, it's probably a good thing that there's no AI involved, as AI has been known to come up with questionable recipes. No one needs to accidentally mix toxic ingredients into their soda recipe.
While there may not be AI involved in the flavoring, the company talks about using AI to develop Y3000's graphic branding: "Coca-Cola Y3000 Zero Sugar has the same futuristic and optimistic visual identity. The design, co-created with AI, highlights the liquid's form and color changes. , emphasizing a positive future.”
Graphic design isn't the only place Stable Diffusion plays a role in the Y3000 marketing package. On its website, Coca-Cola offers a QR code enhanced by artificial intelligence (likely generated through Stable Diffusion technology). When scanned on a phone, the QR code takes users to the Coca-Cola Creative Center , where users can take photos using their device camera and filter them through Stable Diffusion, giving them a vaporwave-style futuristic feel.
For now, the term "artificial intelligence" here is a term of art, but sometimes it can be meaningless due to misunderstanding and misuse. Now that it has become a marketing term for a multinational food and beverage company, it seems likely that the trend of downplaying the meaning of artificial intelligence will continue.
Coca-Cola said the new AI-assisted zero-sugar drink will be launched in "select markets" including the United States, Canada, China, Europe and Africa . Future-hungry people in the United States, Canada and Mexico will also soon be able to purchase the "original" version of Coca-Cola Y3000.