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11:20, 04/04/2021

Artificial intelligence is driving many of the digital initiatives being pushed forward in today"s industries, and Coca-Cola is using the technology lớn drive its own quality purchasing experiences.

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The original Coca-Cola recipe was developed by John Pemberton as a medical solution to lớn treat his own morphine addiction. Initially branded as French Wine Coca in 1885, the non-alcoholic version, Coca-Cola, was developed the following year. Originally sold as a patent medicine, Pemberton marketed Coca-Cola with claims it could cure ailments as wide-ranging as indigestion, nerve sầu disorders, headaches, and impotence. From there, the br& grew exponentially - eventually dropping the medical pretensions và being marketed as a pure soft drink instead.

Today, Coca-Cola is one of the world"s largest most recognizable brands. The company employs over 100,000 people and has revenues of $41,863 million, placing it at #64 on the Fortune 500.

Artificial Intelligence Vending Machine

The famous soft drink has been around for a long time, but one of the ways in which Coca-Cola is driving innovation today is by incorporating advanced artificial intelligence technology inlớn its worldwide network of branded vending machines.

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(Image source: adweek.com)

In nhật bản, Coca-Cola fans can use their điện thoại thông minh to access a vending machine loyalty scheme. By installing the Coke On app, they can collect points when they visit a machine by connecting their phone to it. They can then redeem those points against future purchases from the same machines - giving people a reason khổng lồ use a Coca-Cola vending machine over a competitor"s.

"Coke On is essentially a mobile-driven loyalty platform that allows you khổng lồ walk up to lớn any of the 1 million vending machines in nhật bản - 200,000 in Tokyo alone - & actually be able lớn redeem loyalty rewards with just the flip of your thumb," said Coca-Cola"s Chief Digital Officer, David Godsman. "We"ve sầu also looked at some forms of AI in terms of optimizing how our vending machines are placed & where they"re placed lớn ensure we"re meeting consumer demand based off of patterns và things of that nature. I would say it"s been a lot of trial. The Coke On ứng dụng has been incredibly successful; it"s approaching 6 million downloads. People are using it with great frequency."

AI is also being used to offer different purchasing options. New vending machines being launched in the US, nước Australia, và New Zeal& will allow customers to pre-order two drinks at a time via an app, và then collect them from a machine.

The new artificial intelligence công nghệ will also allow Coca-Cola to lớn fine tune each machine khổng lồ its location.

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By analyzing purchasing behaviors và customer data, the vending machines will be able lớn promote appropriate products for the area, và even offer discounts và deals which will be bespoke to lớn that machine. In addition, the artificial intelligence will also be able to lớn adjust the "mood" of the vending machine khổng lồ be appropriate for its location. This means that in a gym, for instance, a machine may promote more water.

"One of the most annoying things today is that we couldn"t serve two drinks on a vending machine," said Greg Chambers, Global Director of Digital Innovation at Coca-Cola. "The tiện ích, which launches in about two weeks in places like U.S. universities and locations around Australia and New Zealvà, will allow you lớn order a Coca-Cola drink for yourself và a friover, then have it available on the vending machine. The phầm mềm will adjust khổng lồ the vending machine requirements. At college, the vending machine và ứng dụng might have a fun personality, whereas in a hospital it might be less about the "fun" involved và more about the utility & functionality."

The new artificial intelligence technology powering these vending machines not only helps Coca-Cola mine huge volumes of data which can then be used khổng lồ drive further sale decisions, but also offers unique & personalized purchasing experiences for fans of the brand.

Final Thoughts

Artificial intelligence is going lớn be at the forefront of all digital và omnichannel marketing in the future, & we can surely expect khổng lồ see many more innovations like Coca-Cola"s vending machines moving forwards.

The final word goes to Greg Chambers.

"My goal is khổng lồ push boundaries & push the brand forward. AI is the foundation for everything we bởi vì. We create intelligent experiences and AI is the kernel that powers that experience. As humans, we build emotional connections to lớn machines và with products. We will do this in new & exciting ways. You should enjoy the process of acquiring a Coke as much as you enjoy consuming a Coke."

You can hear Coca-Cola"s Vice President và General Manager of Ecommerce, John Carroll, và Ecommerce Director, Marta Dalton, speak at Digital Food & Beverage 2018 this July in Chicago, IL.