Tech with Taste
AI helps bring the future into your customer’s hands – is your brand ready for the future?
Artificial Intelligence (AI) is not just a passing trend; it is rapidly evolving and reshaping industries. However, have organisations fully embraced the potential of AI in enhancing consumer engagement and product development?
The short answer: Not enough.
Coca-Cola stands out as a prime example of a company that has harnessed the power of next-generation technology. As one of the first globally recognised brands to leverage Big Data, Coca-Cola has made significant strides in the beverage industry.
Recently, Coca-Cola introduced a new flavour, the Y3000, created with the assistance of AI. This limited-edition soda is designed to evoke the taste of the future. Rather than simply launching a new flavour, Coca-Cola has taken on the challenge of transforming product development through technological innovation.
The question posed by the company was simple yet profound: What might the future taste like?
While it is unclear precisely how AI (and whether traditional or generative) was used in the process, the answer likely lies in AI’s unique ability to analyse historical data while predicting future trends, combined with consumer collaboration, leading to the creation of a new product.
The Y3000 campaign transcended the mere introduction of a flavour; it offered a glimpse into the future of beverages. Oana Vlad, Senior Director of Global Strategy, stated, “We explored the concept of what a Coke from the future might taste like and realised that it requires Real Magic.”
What sets this campaign apart is its integration of AI, allowing consumers to participate in envisioning a Coca-Cola of the future. This highlights a crucial truth: AI is most effective when paired with Human Intelligence (HI).
The Y3000 packaging features a QR code that directs consumers to an AI-generated Augmented Reality (AR) experience, showcasing a utopia of flavour inspired by New York City. This innovative approach not only marks a significant achievement for Coca-Cola but also positions the brand at the forefront of beverage industry innovation. It serves as a testament to the idea that leveraging AI can lead to remarkable outcomes.
It’s these innovations that inspire IQbusiness to keep pushing boundaries. So, what are our key takeouts:
– The synergy between AI and HI is essential for maximising the potential of AI.
– Customer engagement is pivotal in the digital transformation of brands.
– AI facilitates the seamless transition from concept to reality.
– Brands that fail to explore AI’s possibilities risk falling behind.
– AI can inspire experiences that extend beyond the digital realm.
– The power of AR remains impactful in today’s marketing landscape.
At IQbusiness, we are committed to “Unleashing Intelligent Innovation”. Our AI Lab serves as a creative space for innovators eager to explore the boundaries of AI and next-generation thinking. We aim to empower individuals and businesses for the exciting times ahead. Will you join us on this journey?
Author: Josh Chettiar, AI lead
Citations:
[1] Written with assistance from AI (perplexity.ai)
Image Credit: Coca-Cola Company, link to image
