Coca-Cola’s AI Magician
By Greg Kahn
Emerging Tech Exchange
Founder & CEO
Published on August 8, 2023
Cola-Coca, the first major soft drink company, has another big first: it’s the earliest consumer packaged goods brand to have a global head of generative artificial intelligence.
By promoting 12-year Coca-Cola marketing veteran Pratik Thakar to chart its generative AI course, the brand is staking its claim to several things at once. Coke is positioning itself as an exemplar of forward thinking creativity. In a larger sense, by promoting in-house, Coke expects to be regarded as a brand leader in web3.
Thakar seems like the ideal executive to head Coke’s generative AI program. Previously head of global creative strategy and integrated content for the company, Thakar has taken a practical stance on emerging technology.
That stance is matched by how readily Coke has grabbed the generative AI baton. In March, Coke proved that its use of generative AI was more than an experiment or mere bandwagon-jumping. That’s when the brand invited digital creatives to come up with original artwork by using the art from Coke’s archives.
“Create Real Magic” was the first campaign from the global services alliance launched by Bain & Company and ChatGPT parent OpenAI. Coke was the first company to engage with the alliance, which combines Bain’s digital implementation capabilities and strategic expertise with OpenAI’s tools.
As Thakar noted at the time, “Create Real Magic” signaled Coke’s commitment to move quickly to test, learn and scale ideas using AI. It’s exciting to imagine where he’ll take this strategy.
Which brand will be next to appoint a generative AI leader? Drop me a note with your candidates and companies to watch.
Greg Kahn
Emerging Tech Exchange
Founder & CEO
