At Advertising Week Europe on May 16, Coca-Cola’s president of marketing and Europe CMO, Javier Meza, underscored the critical role of integrating artificial intelligence (AI) with human creativity for brand growth in 2024 and beyond.
Meza emphasized AI’s potential to fuel business expansion, encouraging marketers to understand its mechanisms. “At Coca-Cola, we focus on the synergy of AI and HI—artificial intelligence combined with human intelligence and ingenuity,” Meza stated. “Our goal is to leverage creativity and values, using AI to enhance our ideas.”
Read more: Bengal Meat launches online Qurbani Haat ahead of Eid-ul-Azha
Drawing from his own experience, Meza highlighted the importance of digital literacy. He completed a year-long program at the Kellogg School of Management, concentrating on digital and analytics. He stressed the need to grasp new technologies during the ongoing “Gen AI revolution.”
Meza predicted a transformative impact similar to the internet boom of the 1990s, where AI revolutionizes traditional systems. He mentioned Coca-Cola’s use of AI for gaining consumer insights, optimizing marketing strategies, and improving customer experiences. Examples include AI-generated point-of-sale materials and a Gen AI-designed Christmas card for the 2023 holiday campaign.
Read more: 9 Bangladeshis in Forbes 30 Under 30 Asia List 2024
In terms of product innovation, Coca-Cola is exploring futuristic ideas, such as envisioning the taste of Coca-Cola in the year 3000 with AI’s help. Meza also shared that his team created a brand video using Gen AI, demonstrating the practical productivity gains from AI integration.
In conclusion, Coca-Cola promotes a forward-thinking strategy where AI and human creativity converge, unlocking new opportunities and driving sustainable growth.
Source: marketingweek.com
