Coca-Cola: The future is ‘AI meets human ingenuity’


At Advertising Week Europe on May 16, Coca-Cola’s president of marketing and Europe CMO, Javier Meza, emphasized the symbiosis of artificial intelligence (AI) and human creativity as vital for brand expansion in 2024 and beyond.

Meza highlighted the potential of AI to drive business growth and urged marketers to familiarize themselves with its workings. “At Coca-Cola, we emphasize the fusion of AI and HI—artificial intelligence and human intelligence and ingenuity,” Meza explained. “Our opportunity lies in leveraging creativity and values while utilizing AI to amplify ideas.”

Drawing from personal experience, Meza stressed the importance of digital literacy, having completed a one-year program at the Kellogg School of Management focusing on digital and analytics. He emphasized the significance of understanding emerging technologies amidst the unfolding “Gen AI revolution.”

Meza envisioned a transformative shift akin to the emergence of the internet in the 1990s, where AI reshapes traditional systems. He noted Coca-Cola’s utilization of AI to gain consumer insights, optimize market strategies, and enhance consumer experiences. Notable applications include AI-generated point-of-sale materials and a Gen AI-designed Christmas card featured in the 2023 festive campaign.

From a product innovation standpoint, Coca-Cola explores futuristic concepts, such as imagining the taste of Coca-Cola in the year 3000, utilizing AI. Meza also highlighted a brand video created by his team using Gen AI, showcasing tangible productivity gains derived from AI integration.

In summary, Coca-Cola advocates for a forward-looking approach where AI and human ingenuity converge to unlock new opportunities and drive sustained growth.