How Coca-Cola is using Artificial Intelligence lead among competitors?
To stay at the very top of the non-alcoholic, beverage market, Coca-Cola is using cutting-edge Artificial Intelligence technologies, that allows distinguishing its product from the global, and local competitors across the world. The company is currently selling more than 1.8 billion bottles each day, in more than 200 countries. What is worth to notice, each of those countries has slightly different preferences when it comes to sweetness, taste, sugar consumption, calorie intake or even marketing campaigns and loyalty programmes. But, how do the Artificial Intelligence technologies support Coca-Cola for a better understanding of local preferences? What is the key competitive advantage, that allows Coca-Cola to crush the competition?
Coca-Cola is collecting the data from different data sources, but most of them come from newer vending machines with touch play displays and Social Media platforms. The vending machines we have already mentioned are AI-Powered. They have implemented AI algorithms, that promotes beverages, which are more likely to be bought by a given person. That means Colca-Cola is creating personalised, real-time ads. The place where these vending machines are placed, the weather conditions, season, and geographical location, are all data sources constantly collected and analysed by AI. Having such disparate, large sources of data, Artificial Intelligence algorithms can distinguish slightly different patterns across many markets.
To more carefully analyse social media, Coca-Cola has set up more than 40 Social Centers across the world, that are collecting and analysing data, leaking from different social media platforms like Facebook, Instagram or Twitter. Artificial Intelligence algorithms are then targeting a specific audience with specific content. For example, Coca-Cola AI departments are using Tensor Flow (technology developed by Google) in order to find pictures of people with a given beverage, and send you an advert related to this product.
Undertaking those technological steps in such a big market, have a great impact on Coca-Cola customer satisfaction, increase revenue and market share growth.
