Coca-Cola’s European CMO: AI ads will become ‘the norm’

Coca-Cola’s European Chief Marketing Officer, Javier Meza, has indicated that generative AI-produced advertising is poised to become standard practice in the near future. This perspective follows the company’s successful use of AI to recreate its iconic ‘Holidays Are Coming’ Christmas advertisement, achieving the project in one month at a fraction of the traditional cost .

Speaking at Advertising Week Europe, Meza emphasized the synergy between artificial intelligence (AI) and human intelligence (HI), stating, “It’s about AI and HI. It’s artificial intelligence and human intelligence and ingenuity.” He highlighted the importance of marketers understanding and leveraging AI technologies to scale ideas effectively .​

Coca-Cola has been integrating AI across various facets of its marketing strategy. The company has utilized AI to gain deeper consumer insights, enhance market dynamics understanding, and create personalized consumer experiences. For instance, during the 2023 festive campaign, Coca-Cola introduced a Gen AI-created Christmas card. Additionally, AI was employed to conceptualize the taste of Coca-Cola in the year 3000, showcasing the brand’s innovative approach to product development .​

To ensure responsible AI usage, Coca-Cola has established governance structures. Any AI-related project undergoes review by a council led by CFO John Murphy, ensuring that each initiative aligns with the company’s standards and values .

In terms of organizational transformation, Coca-Cola has restructured its agency partnerships, consolidating from 6,000 agencies globally to a strategic partnership with WPP. This collaboration has led to the creation of nine Studio X teams worldwide, comprising over 5,000 professionals dedicated to bringing the brand’s experience-focused model to life through data, creativity, and media .​

Meza also underscored the significance of first-party data in modern marketing. By transitioning from traditional segmentation models to real-time behavioral segmentation, Coca-Cola aims to enhance audience planning and optimize marketing investments. This approach is particularly focused on engaging younger generations, such as Gen Z, but is not limited to them .

Despite the technological advancements, Meza acknowledged the challenges of transformation, stating, “You need to accept that transformation is more a mindset than a goal.” He emphasized the importance of curiosity, humility, and continuous learning in navigating the evolving marketing landscape .​

In summary, Coca-Cola’s integration of AI into its marketing strategy reflects a broader industry trend towards embracing technology to enhance creativity, efficiency, and consumer engagement. As AI continues to evolve, its role in advertising is expected to expand, shaping the future of brand communication.