Coca-Cola Co.

Generative AI has been the term on everyone’s lips this year, and CPGs are taking note. We explore some of the diverse ways the world’s biggest brands are harnessing these capabilities to stay ahead in a competitive market.

The Coca-Cola Company is moving forward with several reusable packaging pilots in North America, including one that replaces single-use cups with reusable ones at large venues.

Here is an overview of the latest round of investments according to recent earnings calls from some of CG’s biggest players.

Snap, the company that owns social media platform Snapchat, is continuing to innovate with augmented reality, and Coca-Cola is the latest brand to partner with them.

The Coca-Cola Company will leverage OpenAI’s generative AI technology for marketing and consumer experiences — and potentially other ways — marking it as one of the first major consumer goods companies to publicly announce use for the much-buzzed-about technology. 

Coca-Cola’s new marketing model is bearing fruit thanks to localized efforts, according to CEO James Quincey, who provided a lineup of examples in which the company’s tech-infused pilots and experiments had resulted in increased retail sales and consumer engagement. 

Coca-Cola Europacific Partners (CCEP) Netherlands hopes to avoid out-of-stocks and overstocks with a new investment in assortment optimization. 

With benefits extending from increased collaboration to enhanced safety, more consumer goods companies are investing in digital twins, including Unilever, Mars, Coca-Cola, Kraft Heinz, and Johnson & Johnson.