March 6, 2026 — Coca-Cola is expanding AI use in marketing and product development, embedding the technology into core operations for demand creation and global campaigns to shift from price-led to persuasion-led growth amid stabilizing costs.
The Marketing Tech News report details how AI aids consumer behavior analysis, content testing, local campaign adaptation, and faster production. In product development, AI analyzed consumer views on the “taste of the future” to inform the flavor and packaging of Coca-Cola Y3000 Zero Sugar.
Unified AI Strategy and Partnerships
Coca-Cola has unified its AI efforts through a digital council, partnering with Microsoft, SAP, and Adobe. Their “Create Real Magic” platform, powered by GPT-4 and DALL-E, generated 70,000 video clips for a 2025 holiday campaign in weeks, down from 12 months, according to CMO Manolo Arroyo.
“AI reduced production time from twelve months to about thirty days.”
— Manolo Arroyo, Coca-Cola CMO
Adobe Real-Time CDP personalizes experiences for 98 million profiles across 100 countries, achieving 63% higher click-through rates and 5-20% sales uplifts.
Marketing Applications
Coca-Cola expands AI use in marketing and product development through tools like Journey Optimizer for localized offers and generative engines for ads. Examples include regional football sweepstakes with 63% CTR increases and WhatsApp recommendations for merchants. CEO James Quincey said the approach “unleashes the next generation of creativity.”
ConnectCX and Artificial Intelligence News coverage echoes the focus on creative processes and growth beyond pricing.
Prior Initiatives
Building on past efforts, Coca-Cola launched Project Fizzion with Adobe in May 2025 and AI-powered 2025 holiday storytelling. Coca-Cola expands AI use in marketing and product development reflects industry trends, with McKinsey noting 78% organizational AI adoption and $2.6-4.4 trillion potential value.