Strategic Implementation of Data and Artificial Intelligence Cornerstone to Product Development; Coca Cola

Coca Cola, rethinking itself as a technology driven company with a focus on retaining its place at the head of the pack for the foreseeable future

Coca Cola, the world’s largest beverage company, becomes one of the first globally recognised brands by hooking into data to help produce and market some of its healthier options as sales of sugary, carbonated drink products have declined in recent years. The company generates tonnes of data - from production and distribution to sales and customer feedback. The entire operational cycle relies of a solid data-driven strategy to inform business decisions at a strategic level.

When in 2012 Coca Cola’s chief big data officer, Esat Sezer revealed that Social media platform, mobile applications, cloud computing and e-commerce collaboratively offer companies like Coca Cola an extraordinary toolset to change the way they approach IT. Besides, big data gives you the intelligence to cap all of it.

“Big data and Artificial Intelligence (AI) are the foundation for everything we do,” said Esat Sezer.

Recently, the company’s global director of digital innovation, Greg Chambers, has claimed that the company is selling more than 500 brands of soft drink to customers in more than 200 countries.

“We create intelligent experiences as to retain the top position in the list. AI is the kernel that powers that experience,” said Greg Chambers. Big data and AI are proving fruitful for Coca Cola as it, early this year, announced that the decision to launch Cherry Sprite as a new flavour was based on monitoring data collected from the latest generation of self-service soft drinks fountains, which allow customers to mix their own drinks.