AI in Focus: Coca Cola

Coca Cola probably isn’t the first name that comes to mind when you’re thinking about investing in Artificial Intelligence (AI). But even without AI, this company has a lot going for it. Founded over 134 years ago, they’re Lindy, they can bounce back from setbacks (New Coke), and have the “mind share” of billions of people.

With products sold in over 200 countries, and nearly 2 billion servings a day, the complexity of local markets make Coca Cola an ideal candidate for adopting AI and Machine Learning.

HOW THEY USE AI

One place is Social Media. Coca Cola uses AI to understand how the product is being consumed and which products are popular in various markets. The company uses AI in their brand loyalty programs. To encourage engagement, they employ computer vision technology that allows purchases to be verified from a single smartphone snap. They’re using computer vision to identify when photos of their products are posted to Social Media platforms. Algorithms then target advertising. According to the company, this targeted advertising has a 4x greater chance of engagement than other targeting methods.

Another way Coca Cola is leveraging AI is through their networked self-serve fountain drink machines. (You may have seen one at your local Five Guys). These networked machines allow consumers to mix their own drinks on the spot…