Strategy · 3 min read
Generative AI deployment at scale
Saw this Coca-Cola Singapore post for F1 weekend this evening and had a thought, which ended up in a video in 15 mins. PS: watch with sound.
- Published
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Originally published on LinkedIn
Key takeaways
- Same can, same headline, same font: adding motion to a static card took 15 minutes in Seedance 2.5, with no edit suite and no agency round.
- The bigger win from generative AI is everyday use at scale, not TVCs, films and major campaign videos. It’s now at least 20x to 50x cheaper to make something like this.
- The community managers and social admins publishing static cards every week should be the ones holding these tools, and the people running marketing teams should make sure they have the skill to use them.
The idea is good. Welcome to Singapore, especially to our fastest fans is a nice line. A big play on a particular driver’s preference =) But it went out as a static card, and we all know static never travels on social the way video does.
Same can, same headline, same fontWhat happens when you give yourself 15 minutes to add motion?
So I gave myself 15 minutes. Same can, same headline, same font. The only thing I added was motion: lights out at Marina Bay, the can running the straight like it’s on the grid, and a hard stop into the end card. Done in Seedance 2.5, no edit suite, no agency round.
Everyday use at scaleWhere is the bigger win in generative AI?
This is my point about generative AI. The general conversation when I speak to most folks is still mostly on TVCs, films, major campaign videos and cost efficiency and models. The bigger win is everyday use at scale, and how you get there. It’s less about the ability to execute individually or to pay for it.
Every brand has a community manager or a social admin who is publishing static cards every week because the capability for AI at scale is taking too long to take off. Those people should be the ones holding these tools. It’s now at least 20x to 50x cheaper to make something like this. And the people running marketing teams should make sure they have the skill to use them.
Scale, craft and capabilityIs this a knock on the team?
This isn’t a knock on the team. I spent almost 11 years at Coke. It’s also not about one post being better. It’s that what used to need a brief, a budget and a week can now happen at the desk of whoever runs the channel, every week, across every market. That’s a conversation about scale, craft and capability, not about one piece of content.
(Fan exercise, not an official Coca-Cola asset.) Not affiliated with or endorsed by The Coca-Cola Company.
Caveat: I did this on my phone, while having dinner, but the set-up was already there for me to do that.
About the author
Kenneth Phua
Founder, Konverta.ai
Kenneth is a Singapore-based digital, data and AI leader with 15+ years of experience, including senior global roles at Coca-Cola, where he was the Global Head of Digital Strategy and Innovation. He has advised C-suite leaders across FMCG, retail, property, hospitality and luxury, and now applies the same playbook to Singaporean and Asian corporates and SMEs through Konverta.ai.
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