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Coca-Cola uses AI in several ways: 1. It analyzes social media and customer data to understand purchasing trends and inform product decisions. 2. Its vending machines use AI to promote popular drinks and flavors based on location. 3. It developed image recognition technology to make its loyalty programs easier to use by verifying purchases with a photo.

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AI Documents

Coca-Cola uses AI in several ways: 1. It analyzes social media and customer data to understand purchasing trends and inform product decisions. 2. Its vending machines use AI to promote popular drinks and flavors based on location. 3. It developed image recognition technology to make its loyalty programs easier to use by verifying purchases with a photo.

Uploaded by

Kajal Goud
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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NAME. KISHAN KUMAR GOUD ROLL NO.

719

How Is Coca-Cola Using Artificial Intelligence?


At present time, the coca cola is the world largest non-alcoholic beverage
company in the world with revenue of USD 38.66 billion(2021). Coca-Cola
selling over 500 soft drinks in more than 200 countries, there are local
differences concerning over flavours, sugar, calories, and marketing preferences
between regions. In 2021, Coca-Cola had over 79 thousand employees
worldwide.

Being such a large conglomerate active in so many countries around the world,
AI powers everything which the business does acting as the company’s
foundation.

As a result, to stay at the ‘top’, it must collect and analyse huge amounts of data
from disparate sources to find out which brands are likely to be received well in
which locations. Even the taste can vary from location to location so managing
these small things is equally important to the success of the brand

How does Coca-Cola use Artificial Intelligence ?

Coca-Cola’s use of big data to understand consumer trends and inform product
offering development decisions.

1. social media

Coca-Cola uses AI algorithms for understanding when, where and how Its
customer like to purchase and consume their products and see the popularity of
the individual products through locations

The use of AI in social media is vital in the world we live in with statistics
showing that over 90% of user making product purchasing decisions based on
social media content.
NAME. KISHAN KUMAR GOUD ROLL NO. 719

How Is Coca-Cola Using Artificial Intelligence?


Therefore, understanding how their billions of customers are interacting with,
and talking about the brand is a crucial part of the Coca-Cola marketing
strategy.

2.Vending Machines

Coca-Cola sells a large proportion of its drinks through vending machines.

Coca-Cola also introduced their new machines named ‘Coca-Cola freestyle’ an


innovative drink dispenser released in 2008 and that allows customers to decide
exactly what drink they wanted from a wide range. The machine would create
the exact chosen selection then and there. So, a machine could offer up to 200
variations on the base products, mixing and dispensing each as required.

These drink dispensers increasing became popular in 2018 and according to


statistics, around the world there are now 50,000 units in operation around the
world and dispensing 14 million of  beverages each day.

Coca-Cola also uses an AI algorithm which allows them to promote the drinks
and flavours which are more popular overall and make suggestions to users
depending on the location of the drink’s dispenser.

3. proof of purchase

Coca-Cola faced new challenge in creating a modern solution for its popular to
use in securing proof of purchase for the company’s loyalty and reward
schemes.

Which allow users to enter 14-digit product code printed on beverage bottle
caps for a chance to win various promotions, the uptake was rather low. So, to
encourage more people to do this, Coca-Cola made it easier, the company
developed image recognition technology allowing purchases to be verified with
a single picture.
NAME. KISHAN KUMAR GOUD ROLL NO. 719

How Is Coca-Cola Using Artificial Intelligence?

What technology, tools and data were used by Coca-Cola ?

1.social media

The company has setup ‘social centre’ which collect data and analyse it to
generate insights using the Salesforce platform. Social media analysis has
historically been undertaken by humans, but Coca-Cola is looking and investing
into developing automated systems that will create adverts and social media
content informed by the social data which is generated.

Additionally, image recognition technology is used to target those users who


post pictures online which may infer that they could be potential customers. For
instance, the algorithm could spot a competing brand of a similar product and
then go on to target that customer to become a Coca-Cola customer instead. It is
all about making the advertising process more efficient and a better use of
revenue.

2.Vending machines

Benefits go beyond cool features for producing drinks and gathering


sophisticated data. The intelligent vending machines demonstrate one more
aspect of AI personality. When developing these machines, Coca Cola worked
with a specialist chatbot company. There are many similarities between the
customer experience of interacting with a chatbot and buying a drink from a
machine. But one that isn’t initially obvious is the concept of a chatbot.
The best chatbots are built with an appreciation of the brand they represent, and
the personality most appropriate for that brand. Coca Cola has replicated this in
their intelligent vending machines. But it’s also added the ability to modify the
personality to reflect the machine’s location.
NAME. KISHAN KUMAR GOUD ROLL NO. 719

How Is Coca-Cola Using Artificial Intelligence?


For ex , a machine in a university campus could have a “fun” personality.
Whereas the same machine in a hospital should probably be more sober in tone.

3.Proof of Purchase

Coca-Cola worked with Google’s TensorFlow technology which used


convolutional neural networks, which allows companies like Coca-Cola to
quickly develop, test, and improve high-functioning interfaces for their OCR
solution. Patrick Brandt, Senior Solutions Strategist at Coca-Cola explains how
the company used TensorFlow to create a user-friendly application

Source : Google Developers

Brandt claims that because of this OCR application, Coca-Cola has not only
been able to “finally achieve a long-sought proof-of-purchase capability” but
also fuel “more than a dozen promotions and… over 180,000 scanned codes” in
the six months following the app’s launch in 2017. Brandt discusses how this
began one of the company’s biggest digital marketing campaigns in a 2018
interview with TensorFlow here.
NAME. KISHAN KUMAR GOUD ROLL NO. 719

How Is Coca-Cola Using Artificial Intelligence?


Conclusion :

Artificial intelligence is going to be at the forefront of all digital and


omnichannel marketing in the future, and we can surely expect to see many
more innovations like Coca-Cola's vending machines moving forwards.

"My goal is to push boundaries and push the brand forward. AI is the
foundation for everything we do. We create intelligent experiences and AI is the
kernel that powers that experience. As humans, we build emotional connections
to machines and with products. We will do this in new and exciting ways. You
should enjoy the process of acquiring a Coke as much as you enjoy consuming
a Coke."

By Greg Chambers
NAME. KISHAN KUMAR GOUD ROLL NO. 719

How Is Coca-Cola Using Artificial Intelligence?


REFERENCES:

1.https://emerj.com/ai-sector-overviews/artificial-intelligence-at-coca-cola/

2.https://business.blogthinkbig.com/coca-colas-use-of-ai-to-stay-at-the-top-of-
the-drinks-market/

3.https://foodandbeverage.wbresearch.com/blog/coca-cola-artificial-
intelligence-ai-omnichannel-strategy

4.https://www.linkedin.com/pulse/how-coca-cola-using-ai-stay-top-soft-drinks-
market-shivani-salunkhe

5.https://towardsdatascience.com/why-coca-cola-uses-ai-to-create-intelligent-
vending-machines-ae97ce952082

6.https://www.geospatialworld.net/prime/case-study/location-and-business-
intelligence/the-story-of-coca-cola-and-its-ai-powered-vending-machines/
#:~:text=Coca%2DCola%20uses%20AI%20to,are%20popular%20in%20which
%20areas.

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