Marketing Briefing: Coca-Cola and other major marketers enter ‘test and learn’ phase with generative AI

Last week, Coca-Cola pitched fans on using generative artificial intelligence tools to create artwork for the brand with the chance that something they create could potentially appear on billboards in New York and London. The beverage behemoth is also reportedly working with consultancy Bain & Company to consider how it can integrate AI technologies into its marketing.

Many major marketers like Coca-Cola are asking agencies how they can use generative AI technology. But most are not creating consumer-facing work with generative AI just yet, according to marketers and agency executives, who say that many marketers are in a test and learn phase when it comes to the technology. So far, marketers have leaned mostly on the public relations impact of using AI (i.e., promoting that they’re using the tech to create work), rather than incorporating AI tools without making mention of it, the marketers and agency execs said.