Generative AI is changing the way we think about creativity and collaboration. From Coca-Cola’s “Create Real Magic” platform to Canva’s Magic tools and Microsoft’s Loop collaboration hub, generative AI is streamlining workflows, increasing productivity, and democratizing access to creative assets.
Coca-Cola’s “Create Real Magic” platform, a partnership between OpenAI and Bain & Company, combines OpenAI’s GPT-4 and DALL-E technologies. The platform offers consumers the ability to create AI-powered art using Coke-branded elements. The partnership demonstrates Coca-Cola’s commitment to testing and scaling AI technology quickly, and offers digital creative around the world the opportunity to create content using the brand’s iconography and highest-profile advertising assets.
Canva, an Australian graphic design platform, has been working on AI tools since 2019, when it started working with Austrian start-up Kaleido AI on background removal from videos and images. Canva later acquired Kaleido in 2020 and has been developing its own AI tools since then. Canva’s Magic tools were built by their in-house AI team, which worked with foundational models from OpenAI and Stable Diffusion, and also trained its own. The use of AI tools in Canva highlights the potential of AI to streamline and automate tasks in the creative industries, enabling professionals to focus more on high-level creative work.
Microsoft’s latest product, Microsoft Loop, is a new collaboration hub that harnesses the Microsoft Office suite to offer a seamless way of managing projects and tasks. Similar to Google Workspace, Loop allows up to 50 people to collaborate on one document at the same time, and offers three parts: Components, workspaces, and pages. Users start by inputting relevant keywords about their project into workspaces, which will suggest appropriate tools for them to use. Then, the app creates pages that organize the content. These pages suggest templates, designs, and images based on the keywords. If a project requires input from someone outside of the team, Loop’s “decompose” feature allows users to share certain information or components with people outside of the organization.
While the long-term impact of generative AI on the job market and creative workflows remains to be seen, it’s clear that the technology has the potential to revolutionize the way we work and create. As AI continues to evolve, we can expect to see even more innovative uses of the technology in the workplace, providing new opportunities for digital creative and small businesses alike.
