CocaColas AIpowered Jos Mourinho campaign could signal a shift in celebrity partnerships
News Source : Digiday
News Summary
- Coca-Cola launched a “José vs.
- Mourinho” social content series.
- The series will be hosted by Mourinho’s AI clone.
- Coca-Cola has been pushing the envelope when it comes to using AI in consumer-facing work, which many marketers have been leery of for fear of public backlash.
- Some, however, draw the line at consumer- facing creative or anything to do with brand building.
- Back in the summer of 2024, Sniggle hired an AI-powered.
- avatar to create personalized interactions with fans.
Brands used to rent a celebritys likeness for a campaign. The TV spot was shot, photos were taken and the rental agreement ended when the cameras stopped rolling.
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