Embracing the surge of artificial intelligence in product development, Coca-Cola has unveiled a beverage crafted with the assistance of AI. Companies are increasingly tapping into AI’s potential not just for speedier product development, but to ensure their offerings resonate with today’s unpredictable consumer base.
AB InBev set the stage earlier by introducing the world’s first AI-assisted beer, named Beck’s Autonomous. This unique brew was the result of AI selecting its preferred taste from millions of potential flavor profiles. Similarly, in 2022, Mars initiated a partnership with AI-centric life sciences firm PIPA to expedite the discovery of novel plant-based ingredients. McCormick & Co. had previously teamed up with IBM, leveraging AI to discern ingredient compatibilities and potential substitutes swiftly and efficiently.
For Coca-Cola Creations, AI’s incorporation isn’t just about technology; it’s a strategic move to enthrall younger consumers. Unlike traditional beverages that spotlight specific flavors, this new AI-crafted drink promotes an emotion or experience. Oana Vlad, senior director of global strategy at Coca-Cola, emphasized the futuristic approach, stating, “Inspired by the timelessness of Coca-Cola, we want to celebrate everyone’s idea of what the future might look like. With the help of AI-powered technology, Coca-Cola Y3000 Zero Sugar imagines how a Coca-Cola from the future could taste and introduces innovative experiences to explore the future.”
The fusion of iconic brands like Coca-Cola with cutting-edge AI technology symbolizes the new age of product development. This strategic blend not only showcases the advancements in technology but could also redefine how we perceive product innovation and flavor exploration in the beverage industry.