February 24, 2023

Coca-Cola Embraces AI

Frankie Pike

Bain & Company is partnering with OpenAI, and Coca-Cola will be their first client.

OpenAI is the developer of AI software such as ChatGPT, DALL·E, and Codex. Its “global services alliance” with the consulting firm aims to bring the best of AI to Bain’s massive roster of clients.

Coca-Cola marketers plan to use ChatGPT and DALL·E, a digital image generator, to create more personalized ads.

“We see this as an industrial revolution for knowledge work, and a moment where all our clients will need to rethink their business architectures and adapt,” said Manny Maceda, Bain & Company’s Worldwide Managing Partner, in a press release.

Zack Kass, Head of Go-To-Market at OpenAI, said that Coca-Cola’s vision for AI adoption is the “most ambitious” of any consumer products company.

Bain, OpenAI, and Coca-Cola leaders discuss the business impact of this partnership. Video from Bain’s press release.

The hype around AI has been dizzying recently, MarketingDive Senior Reporter Peter Adams wrote, but there is still skepticism.

“Solutions like ChatGPT still get a lot of things wrong but can express misinformation confidently or behave in odd ways,” Adams reported in MarketingDive. “Microsoft recently limited the amount of chat interactions users could have with its Bing AI after long conversations led to off-putting results. Artists have also decried tools like DALL.E, which are often trained on human-made images, raising questions around ethics and ownership.”

Check out our recent story on the top AI tools for content creators.

AI Identifies Prospective Customers

AI can do more for marketers than just content generation—tools like Zeta Global claim to be able to determine who’s actively in the market to buy your product.

In a CNBC Special, Co-Founder and CEO of Zeta Global David Steinberg said the platform works by analyzing customer data and behavior.

The better data it has access to, the better Zeta works, Steinberg said. Some of their sources include customer interactions with the business, browsing and purchase history, and third-party data.

BMW, Toyota, Volvo, Samsung, and Hanes all use Zeta Global.

Other news

That’s all for this week‘s Marketing Roundup. Check back in next Friday for more news. And subscribe to our newsletter below for additional updates.