Published in Innovation & Marketing Digital
Image credit by Argo
Chloé
April 16, 2025
Coca-Cola, AI and 3D: A new era for branded content
At the NVIDIA GTC 2025 conference, a flagship event for artificial intelligence and digital creation, 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. But beyond the technological buzz, what does this transition really mean for a global company? And what lessons can be learned for the entire marketing and creative industry?
AI and Real-Time 3D: tools, but above all, a change of culture
Coca-Cola is not just experimenting with emerging tools: the brand deeply integrates AI and 3D into its workflows, in collaboration with NVIDIA and virtual creation solutions like Omniverse.
The new creative pipeline 🔄
The old method: weeks (or even months) of work to produce an advertisement, an animation, or a packaging campaign. Today, with generative AI and real-time 3D:
Accelerated creation: modelling and rendering in a few days.
Automation of repetitive tasks: AI generates variants of visuals, slogans, or backgrounds.
Virtual collaboration: teams create together in immersive 3D environments.
Concrete example: Coca-Cola can now 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
Generative AI is not here to replace human creativity, but to amplify it. Coca-Cola uses AI to generate visual concepts, slogans, or even staging ideas inspired by its archives, past campaigns, or local cultural trends.
AI as a storytelling engine 💡
Trained on proprietary data (branding, tone, history), AI becomes a strategic assistant.
It can propose content tailored to each market, every audience, each channel.
Thanks to large language models, messages remain coherent while being localized.
According to James Quincey, CEO of Coca-Cola:
“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 its products quickly, test different finishes, create visual universes for social media, and even simulate consumer interactions in augmented or virtual reality.
Towards immersive experiences 🌍
Realistic modelling of bottles, cans, displays, and POS materials.
Coca-Cola recreates its bottles, cans, fridges, and POS materials in 3D with stunning detail (reflections, textures, condensation…). This allows for:
Quick prototyping without physical production.
Visually testing several packaging versions.
Simulating their presence in-store or in ads.
Scaling Coca-Cola's Content Creation with OpenUSD and NVIDIA Omniverse
Instant photorealistic renderings thanks to AI.
Thanks to AI and tools like NVIDIA Omniverse, renderings are generated in seconds with striking realism:
Dynamic shadows, realistic materials, depth of field.
Instant adjustments of lighting or scenery.
Automated generation of multiple visual variants.
Integration into virtual worlds (e.g., in metaverse or gaming experiences).
3D elements are also used in interactive universes:
Immersive campaigns in the metaverse or video games.
AR filters on social media.
Marketing tests in digital twins of retail locations.
This is a radically new way of thinking about product design, advertising, or even immersive e-commerce.
Perspectives: Coca-Cola as a trailblazer in new marketing
Coca-Cola's approach is a strong signal for other brands: the boundary between technology and creativity is fading. Tomorrow's marketing is built in virtual studios, with generative AIs as co-pilots.
Towards a new industrial standard 🚀
Coca-Cola is not alone. Other brands are following:
Nike uses 3D to create its collections digitally before physical prototyping.
L’Oréal employs AI to test campaigns and analyze customer sentiments in real-time.
Mercedes-Benz simulates its marketing campaigns in digital twins of cities.
The brand content industry is entering an era where:
Production times are dropping.
Experiences become more personalized and interactive.
Storytelling is enriched with new visual, sensory, and cultural layers.
And now? What this means for creatives and marketers
Skills are evolving
Creatives need to learn to work with AIs rather than without them. Technological curiosity becomes an essential trait.
Workflows need to change
Teams must adopt collaborative, agile, and interconnected tools. The linear production model gives way to a circular, fast-loop model.
Accessibility is democratizing
Platforms like Runway ML, Adobe Firefly, Canva Magic Studio, or even MetaHuman Creator are making these technologies accessible to SMEs, agencies, and freelancers.
Conclusion
Coca-Cola shows that by 2025, brand content is no longer just a pretty image or a good slogan. It is a narrative ecosystem, immersive, fast, and intelligent, shaped by AI and 3D.
What the brand builds today will serve as a reference for tomorrow: more powerful, more visual, more adaptive narratives. In short, a new grammar of marketing where creators engage with machines… to better reach humans.
📚 Sources and references
NVIDIA GTC 2025 – Keynote by Jensen Huang: nvidia.com
Interview with Selman Careaga (President, Coca-Cola Trademark) – Marketing Dive
Coca-Cola x Omniverse Case Study – NVIDIA Blog
AI and Creativity Report 2024 – Adobe Creative Cloud
The Future of Brand Experience – McKinsey & Company
AI and Real-Time 3D: tools, but above all, a change of culture
Coca-Cola is not just experimenting with emerging tools: the brand deeply integrates AI and 3D into its workflows, in collaboration with NVIDIA and virtual creation solutions like Omniverse.
The new creative pipeline 🔄
The old method: weeks (or even months) of work to produce an advertisement, an animation, or a packaging campaign. Today, with generative AI and real-time 3D:
Accelerated creation: modelling and rendering in a few days.
Automation of repetitive tasks: AI generates variants of visuals, slogans, or backgrounds.
Virtual collaboration: teams create together in immersive 3D environments.
Concrete example: Coca-Cola can now 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
Generative AI is not here to replace human creativity, but to amplify it. Coca-Cola uses AI to generate visual concepts, slogans, or even staging ideas inspired by its archives, past campaigns, or local cultural trends.
AI as a storytelling engine 💡
Trained on proprietary data (branding, tone, history), AI becomes a strategic assistant.
It can propose content tailored to each market, every audience, each channel.
Thanks to large language models, messages remain coherent while being localized.
According to James Quincey, CEO of Coca-Cola:
“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 its products quickly, test different finishes, create visual universes for social media, and even simulate consumer interactions in augmented or virtual reality.
Towards immersive experiences 🌍
Realistic modelling of bottles, cans, displays, and POS materials.
Coca-Cola recreates its bottles, cans, fridges, and POS materials in 3D with stunning detail (reflections, textures, condensation…). This allows for:
Quick prototyping without physical production.
Visually testing several packaging versions.
Simulating their presence in-store or in ads.
Scaling Coca-Cola's Content Creation with OpenUSD and NVIDIA Omniverse
Instant photorealistic renderings thanks to AI.
Thanks to AI and tools like NVIDIA Omniverse, renderings are generated in seconds with striking realism:
Dynamic shadows, realistic materials, depth of field.
Instant adjustments of lighting or scenery.
Automated generation of multiple visual variants.
Integration into virtual worlds (e.g., in metaverse or gaming experiences).
3D elements are also used in interactive universes:
Immersive campaigns in the metaverse or video games.
AR filters on social media.
Marketing tests in digital twins of retail locations.
This is a radically new way of thinking about product design, advertising, or even immersive e-commerce.
Perspectives: Coca-Cola as a trailblazer in new marketing
Coca-Cola's approach is a strong signal for other brands: the boundary between technology and creativity is fading. Tomorrow's marketing is built in virtual studios, with generative AIs as co-pilots.
Towards a new industrial standard 🚀
Coca-Cola is not alone. Other brands are following:
Nike uses 3D to create its collections digitally before physical prototyping.
L’Oréal employs AI to test campaigns and analyze customer sentiments in real-time.
Mercedes-Benz simulates its marketing campaigns in digital twins of cities.
The brand content industry is entering an era where:
Production times are dropping.
Experiences become more personalized and interactive.
Storytelling is enriched with new visual, sensory, and cultural layers.
And now? What this means for creatives and marketers
Skills are evolving
Creatives need to learn to work with AIs rather than without them. Technological curiosity becomes an essential trait.
Workflows need to change
Teams must adopt collaborative, agile, and interconnected tools. The linear production model gives way to a circular, fast-loop model.
Accessibility is democratizing
Platforms like Runway ML, Adobe Firefly, Canva Magic Studio, or even MetaHuman Creator are making these technologies accessible to SMEs, agencies, and freelancers.
Conclusion
Coca-Cola shows that by 2025, brand content is no longer just a pretty image or a good slogan. It is a narrative ecosystem, immersive, fast, and intelligent, shaped by AI and 3D.
What the brand builds today will serve as a reference for tomorrow: more powerful, more visual, more adaptive narratives. In short, a new grammar of marketing where creators engage with machines… to better reach humans.
📚 Sources and references
NVIDIA GTC 2025 – Keynote by Jensen Huang: nvidia.com
Interview with Selman Careaga (President, Coca-Cola Trademark) – Marketing Dive
Coca-Cola x Omniverse Case Study – NVIDIA Blog
AI and Creativity Report 2024 – Adobe Creative Cloud
The Future of Brand Experience – McKinsey & Company
AI and Real-Time 3D: tools, but above all, a change of culture
Coca-Cola is not just experimenting with emerging tools: the brand deeply integrates AI and 3D into its workflows, in collaboration with NVIDIA and virtual creation solutions like Omniverse.
The new creative pipeline 🔄
The old method: weeks (or even months) of work to produce an advertisement, an animation, or a packaging campaign. Today, with generative AI and real-time 3D:
Accelerated creation: modelling and rendering in a few days.
Automation of repetitive tasks: AI generates variants of visuals, slogans, or backgrounds.
Virtual collaboration: teams create together in immersive 3D environments.
Concrete example: Coca-Cola can now 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
Generative AI is not here to replace human creativity, but to amplify it. Coca-Cola uses AI to generate visual concepts, slogans, or even staging ideas inspired by its archives, past campaigns, or local cultural trends.
AI as a storytelling engine 💡
Trained on proprietary data (branding, tone, history), AI becomes a strategic assistant.
It can propose content tailored to each market, every audience, each channel.
Thanks to large language models, messages remain coherent while being localized.
According to James Quincey, CEO of Coca-Cola:
“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 its products quickly, test different finishes, create visual universes for social media, and even simulate consumer interactions in augmented or virtual reality.
Towards immersive experiences 🌍
Realistic modelling of bottles, cans, displays, and POS materials.
Coca-Cola recreates its bottles, cans, fridges, and POS materials in 3D with stunning detail (reflections, textures, condensation…). This allows for:
Quick prototyping without physical production.
Visually testing several packaging versions.
Simulating their presence in-store or in ads.
Scaling Coca-Cola's Content Creation with OpenUSD and NVIDIA Omniverse
Instant photorealistic renderings thanks to AI.
Thanks to AI and tools like NVIDIA Omniverse, renderings are generated in seconds with striking realism:
Dynamic shadows, realistic materials, depth of field.
Instant adjustments of lighting or scenery.
Automated generation of multiple visual variants.
Integration into virtual worlds (e.g., in metaverse or gaming experiences).
3D elements are also used in interactive universes:
Immersive campaigns in the metaverse or video games.
AR filters on social media.
Marketing tests in digital twins of retail locations.
This is a radically new way of thinking about product design, advertising, or even immersive e-commerce.
Perspectives: Coca-Cola as a trailblazer in new marketing
Coca-Cola's approach is a strong signal for other brands: the boundary between technology and creativity is fading. Tomorrow's marketing is built in virtual studios, with generative AIs as co-pilots.
Towards a new industrial standard 🚀
Coca-Cola is not alone. Other brands are following:
Nike uses 3D to create its collections digitally before physical prototyping.
L’Oréal employs AI to test campaigns and analyze customer sentiments in real-time.
Mercedes-Benz simulates its marketing campaigns in digital twins of cities.
The brand content industry is entering an era where:
Production times are dropping.
Experiences become more personalized and interactive.
Storytelling is enriched with new visual, sensory, and cultural layers.
And now? What this means for creatives and marketers
Skills are evolving
Creatives need to learn to work with AIs rather than without them. Technological curiosity becomes an essential trait.
Workflows need to change
Teams must adopt collaborative, agile, and interconnected tools. The linear production model gives way to a circular, fast-loop model.
Accessibility is democratizing
Platforms like Runway ML, Adobe Firefly, Canva Magic Studio, or even MetaHuman Creator are making these technologies accessible to SMEs, agencies, and freelancers.
Conclusion
Coca-Cola shows that by 2025, brand content is no longer just a pretty image or a good slogan. It is a narrative ecosystem, immersive, fast, and intelligent, shaped by AI and 3D.
What the brand builds today will serve as a reference for tomorrow: more powerful, more visual, more adaptive narratives. In short, a new grammar of marketing where creators engage with machines… to better reach humans.
📚 Sources and references
NVIDIA GTC 2025 – Keynote by Jensen Huang: nvidia.com
Interview with Selman Careaga (President, Coca-Cola Trademark) – Marketing Dive
Coca-Cola x Omniverse Case Study – NVIDIA Blog
AI and Creativity Report 2024 – Adobe Creative Cloud
The Future of Brand Experience – McKinsey & Company
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