KO invests 1.1 billion dollars to use MSFT AI and turns it into a valuable AI strategy

The Coca-Cola Company committed $1.1 billion to this partnership and granted access to Microsoft Cloud and its advanced generative AI capabilities.

“Through our long-term partnership, we've made significant progress in accelerating system-wide AI transformation across the Coca-Cola Company and our network of independent bottlers around the world,” said Judson Alsoff, Microsoft's executive vice president and chief commercial officer. “We're proud to support Coca-Cola as it continues to embrace the AI era and focus on solutions such as Azure OpenAI Service and Copilot for Microsoft 365 to drive innovation across all areas of its business.”

Integrating AI into marketing campaigns has proven to be a huge success for Coca-Cola.

Previously, the company launched the “Create Real Magic” campaign and challenged creators to create new advertisements by combining GPT-4 and DALL-E. The campaign, which had an opportunity to be recognized on the New York Billboard, received over 120,000 entries from artists from 17 countries and generated 300 million impressions on social media.

Coca Cola introduced the musical instrument application “Coke SoundZ,” which provides an uplifting sound of zero sugar soda through AI, in line with a marketing strategy utilizing AI.

“All kinds of noises, from the sound of swirling to the clack of ice, cause a sense of anticipation, and dopamine is released in the brain,” Lewis stated in a Cola press release. “We aimed to incorporate this science into AI to provide uplifting and enjoyable sound.”

By utilizing the latest advances in AI technology, Coca-Cola aims to evoke not only sensory pleasure, but also an emotional connection with viewers.

“Coke SoundZ is a perfect example of how people can use AI to create enhanced and personalized fan experiences,” Pratik Thakar, Coke's vice president and global head of generative AI, said in a statement. “Coca-Cola Zero Sugar provided us with a blueprint for music. Afterwards, we discovered technology to capture unique 'fizz' and 'click' sounds, and created an instrument capable of creating completely unique harmonies aimed at evoking joy with every note.”

The Coke SoundZ app can be downloaded for free from the App Store or Google Play.

Coca-Cola is positioned to further revolutionize the beverage industry with innovative AI-driven solutions by expanding its $250 million partnership with Microsoft to date.