Coca-Cola Utilizes AI in José Mourinho Campaign for FIFA World Cup
Coca-Cola has introduced a new AI-powered social media campaign titled “José vs. Mourinho” for the FIFA World Cup, featuring a digital twin of the famous football manager José Mourinho. This initiative marks a significant shift in celebrity partnerships, where AI technology is used to create digital personas that remain active beyond traditional ad campaigns.
Development and Execution
The digital twin of Mourinho is a collaborative effort between Coca-Cola, Footballco, and GRAiL, with technical support from Google Cloud. The team worked closely with Mourinho to capture his audio and video, which were then used to create the AI representation. The campaign is set to produce over 200 pieces of content in multiple languages, including English, Spanish, and Portuguese, and will be available with subtitles in ten different languages.
Management and Approval Process
The content distribution is managed by a human war room that includes representatives from Mourinho's team to ensure brand safety. The content is scripted, approved, and delivered using AI, mimicking Mourinho’s likeness. Financial details of the agreement have not been disclosed.
Industry Implications
This campaign exemplifies the growing trend of using AI for creative processes in marketing. According to Stefano D’Anna, president of Footballco, AI allows for more flexibility and relevance in daily content adaptation. However, the setup process for such campaigns is notably longer than traditional methods due to the need for various approvals.
Challenges and Perceptions
Despite the potential advantages, public perception remains a challenge. Coca-Cola has faced criticism for using AI in previous campaigns, although this has not deterred their efforts. Mickael Vinet, Coca-Cola's global VP of sports, music, and entertainment, emphasized the company's commitment to integrating digital capabilities in consumer engagement.
Future Prospects
The use of AI in creating digital twins is becoming more prevalent, with other brands like Snickers and Avocados From Mexico exploring similar campaigns. However, there is skepticism about the authenticity and value of AI-generated personas compared to human endorsements.
