Coca-Cola has partnered with OpenAI, a leading AI research organization, to leverage generative AI technology for its marketing and consumer experiences. This makes Coca-Cola one of the first major consumer goods companies to publicly announce the use of this technology.
Generative AI is a series of AI algorithms that can be used to create text, images, and other content quickly. Coca-Cola will work with OpenAI and Bain & Company to use OpenAI’s ChatGPT and DALL-E platforms to develop personalized ad copy, images, and messaging. James Quincey, CEO of Coca-Cola, sees opportunities to enhance marketing with this rapidly-emerging technology and explore ways to improve business operations and capabilities.
Coca-Cola, the 11th largest publicly owned consumer goods company, is the first company to join the alliance formed by Bain and OpenAI to bring these technologies to Bain’s clients. Zack Kass, head of go-to-market at OpenAI, praised Coca-Cola’s vision for adopting the technology, calling it “the most ambitious we have seen of any consumer products company.”
Coca-Cola’s early adoption of generative AI is unsurprising given its prioritization of localized marketing efforts. The company has been piloting a host of other AI-fueled initiatives around the world to drive more personalized consumer and retail experiences.
Many within the consumer goods industry see vast potential for the technology to quickly streamline operations and, as with other automation, free them up for higher-value work. Generative AI like ChatGPT has the ability to generate conversational text, images, and other content in seconds, making it a valuable tool for marketers. However, the technology has been criticized for potentially infringing on copyrights and spreading false and/or biased information, known as “hallucinating.”
For its part, OpenAI and companies like Microsoft, which is building generative AI into its search, have acknowledged the technology’s shortcomings, noting that they are gathering public feedback and continuously improving upon the models to make the technology safer.
As AI’s use becomes more widespread in marketing, CMOs are expected to identify accountability for ethical AI in marketing as one of their top concerns, according to Gartner. 80% of enterprise marketers are predicted to establish a dedicated content authenticity function to combat misinformation and fake material in the next few years.
“AI will continue to refine marketing operations processes to drive more agile, data-based responses to the challenges ahead that have no signs of slowing down,” said Nicole Greene, Gartner senior director, analyst.
Coca-Cola’s partnership with OpenAI is a significant step forward for the use of generative AI in marketing and highlights the potential for AI to streamline operations and personalize marketing efforts. As more companies adopt the technology, it will be important to ensure that it is used ethically and responsibly.