‘Dual velocity’ approach: How Coca-Cola marketers are adopting generative AI
The Coca-Cola Company is keen to “jump in” to better understand how it can use generative AI across the organisation, but will not just use the tool for “the sake of doing it”.
Generative AI is one of the hottest topics among marketers. There has been much said about all the potential use cases for the still nascent technology, yet it can be difficult for brands and marketers to work out where GenAI will be most impactful in their organisations.
One of the world’s biggest brands, Coca-Cola is determined to not just wait and see what the generative AI opportunity is. It is actively striving to work out how it can use the technology to create a more effective business.
Javier Meza, European CMO at the business says Coca-Cola is “jumping in” to work out the roles AI can play in its organisation.
