You’re reading AI at the Top - Our Sunday series, where we share how leading enterprises and their executives use AI in business.
Coca-Cola made headlines last holiday season when the company published its “Holidays are coming” ad, generated with AI.
The ad faced mixed opinions in the spectrum between “This kills human creativity” and “This is the future of storytelling.”
Despite the backlash, Coca-Cola continued its bullish intent on AI (which we think is important to navigate in this new world of intelligent workflows).
Anyway, two weeks ago, Coca-Cola published a more refined version of the 2024 ad.
This time, the ad was not only better, but the company also shared a BTS video of how only a team of five specialists refined over 70,000 videos to create the ad.
Coca-Cola is one of the earliest adopters of technology, and was listed in Forbes’ 50 AI early adopting enterprises list.
If you observe Coca-Cola as a customer, all you see is cool marketing campaigns.
But when you put your enterprise exec hat on, there is so much to learn about ops, innovation, and marketing with AI.
In today’s AI at the Top, we’ll unpack exactly that.