What HappenedIn an AdWeek interview at the Mobile World Congress, Mariano Bosaz, global senior digital director of Coca-Cola, said that he’s partly in Barcelona to check out the latest development in artificial intelligence and see if it can help with ad creations. According to him, Coke is interested in using artificial intelligence to improve content, media, and commerce, especially in streamlining the ad creation process and experimenting with automated narratives.
What Brands Need To DoAs artificial intelligence technology continue to advance, more and more brands are starting to incorporate AI solutions into their marketing and business practices. In January, Toyota launched a campaign that is partially generated by IBM’s machine learning program Watson, and last month, H&R Block integrated Watson into its tax filing system to helping people maximize their tax returns. So it makes perfect sense that Coca-Cola would want to jump on the bandwagon as well. The kind of personalized user experience and product recommendations that AI can offer based on data and user input is valuable for brands. Therefore, brand marketers need to consider how they can use their customer data to provide personalized experiences with the help of an AI engine.