Coca-Cola is testing how AI can be used for content creation, swapping human creators with software.
Mariano Bosaz, global senior digital director at Coca-Cola, made the announcement at last week’s Mobile World Congress.
Speaking to AdWeek, Bosaz said: “Content creation is something that we have been doing for a very long time—we brief creative agencies and then they come up with stories that they audio visualize and then we have 30 seconds or maybe longer. In content, what I want to start experimenting with is automated narratives.”
As part of a recent restructuring to make Coke a digital business, the brand hired its first chief digital marketing officer, David Godsman. That digital transformation includes four focus areas: Customer and consumer experience, operations, new businesses and culture.
This experimentation will explore how AI can be applied to everything from choosing music, updating social media and even writing scripts although even Bosaz concedes that removing humans from the equation entirely remains a ‘long-term vision’.
Bosaz added: “I don’t know if we can do it 100 percent with robots yet—maybe one day—but bots is the first expression of where that is going.”
Coca-Cola hired its first chief digital marketing officer at the tail end of last year as part of a drive toward steering the business towards being a digital company.