Coca-Cola is the largest beverage company in the world serving over 1.9 billion drinks daily across its 500 brands. Being such a large conglomerate active sầu in so many countries around the world, AI powers everything which the does acting as the company’s foundation.

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One large aspect of with which AI is usedextensively is that of marketing. With the number of different brands alloffering various products in over 200 different countries, there are localdifferences concerning flavours, sugar, calories and marketing preferencesbetween regions.

As a result, in order khổng lồ stay at the ‘top’, it must collect& analyse huge amounts of data from disparate sources to find out whichbrands are likely to be received well in which locations. Even the taste canvary from location khổng lồ location so managing these small things is equallyimportant to the success of the br&.

How does Coca-Cola use AI in practice?

Vending machines:

Coca-Cola serves a large proportion of its drinks through vendingmachines. On many new machines, customers can interact with the machine up to lớn apoint where they can choose different customisations of their drinks with shotsof altogether different drinks added. This was first introduced in America in2009 called Coca-Cola Freestyle and according to lớn statistics, around the worldthere are now 50,000 units in use serving 14 million drinks per day.

In these machines, Coca-Cola have begun using AI algorithms whichallows them to promote the drinks và flavours which are more popular overallvà make suggestions to users depending on the location of the drinks dispenser.

What is exciting is that the company has stated that they are constantly looking to stay relevant và people will soon be able lớn concoct their own beverages using an tiện ích allowing them to lớn quickly get their specific drink poured when they arrive at the machine.

Social Media:

Coca-Cola also uses AI algorithms khổng lồ understvà when, wherevà how its customers lượt thích khổng lồ consume their products as well as what thepopularity is of individual products by location.

The use of AI in social truyền thông media is vital in the world we livein with statistics showing that over 90% of user making sản phẩm purchasingdecisions based on social truyền thông nội dung. Therefore, understanding how theirbillions of customers are interacting with, & talking about the brand is acrucial part of the Coca-Cola marketing strategy.

In practice, Coca-Cola analysed 120,000 pieces of socialtruyền thông media nội dung in order khổng lồ gain an understanding of the demographics andbehaviour of its customers & those active in talking about their products.

Proof of Purchase:

The final AI application khổng lồ mention is that of its use in securing proof of purchase for the company’s loyalty and reward schemes.

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At first, for obvious reasons, when the instructions weregiven to customers to manually enter a 14-digit sản phẩm codes printed on bottlecaps, the uptake was rather low. So, in order lớn encourage more people khổng lồ vị this,Coca-Cola made it easier, the company developed image recognition technologyallowing purchases khổng lồ be verified with a single smartphone picture.

What công nghệ, tools & data were used?

Vending machines:

To collect large quantities of data, Coca-Cola collects data on local drink preferences for different regions through the interfaces in its touch screen machines (currently there is already over 1 million of these in Japan alone).

Social Media

With social truyền thông, the company has mix up 37 ‘social centres’which collect data và analyse it lớn generate insights using the Salesforceplatkhung. What they alặng khổng lồ achieve sầu is to lớn figure out which type of content ismore successful with generating positive engagement, và to create more of it.

Social truyền thông media analysis has been historically been undertaken by humans but Coca-Cola is looking & investing into developing automated systems that will create adverts & social truyền thông content informed by the social data which is generated.

Additionally, image recognition giải pháp công nghệ is used in orderto target those users who post pictures online which may infer that they couldbe potential customers. For instance, the algorithm could spot a competingbrvà of a similar product và then go on khổng lồ target that customer lớn become aCoca-Cola customer instead. It is all about making the advertising process moreefficient and a better use of revenue.

Proof of Purchase

Off-the-shelf image recognition technology proved to not be sufficient in,

“reading the low-resolution dot-matrix printing used lớn stamp hàng hóa codes onkhổng lồ packaging”.

In turn, Coca-Cola worked with Google’s TensorFlow giải pháp công nghệ which used convolutional neural networks. These enabled the machine recognition of codes that could often appear differently depending on when and where they have been printed.

The results:

Figure 1: Results chart

From the AI algorithms in the vending machines, Coca-Cola can gain a more accurate understanding of how tastes and preferences vary across Coca-Cola’s billions of customers around the globe. This information is vital in informing new hàng hóa decisions, & when, where and how lớn produce & market them.

Now with computer vision analysis, Coca-Cola is able toproduce social truyền thông content which is more likely lớn resonate with its targetaudience in varying locations around the world meaning that a more efficientuse of kinh doanh funds can be achieved và hopefully drive sầu higher sales margins.

Finally, customer engagement with the brand has improved hugely since the use of Google’s TensorFlow was applied allowing easy reading of barcodes with a mere phokhổng lồ.

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I believe sầu this shows that even the most successful of companies around the world can greatly benefit from using Big Data and Artificial Intelligence technologies. If Coca-Cola were not able lớn use such in-depth and advanced information it would be impossible for them lớn keep expanding their company and introducing new brands. However, as we have seen these technologies together are meaning that tamquoccola.comes can work more efficiently và focus on placing and marketing certain products in specific places in line with their customers’ needs and wants.

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