Cola machine

Coca-Cola is one of the most popular beverage brands in the world, and it has created many excellent advertising works. But can an artificial intelligence robot replace a creative planner? Mariano Bosaz, Coca-Cola`s global senior digital marketing officer, now wants to figure this out. On February 28, 2017, during an interview with Adweek at the Mobile World Congress, Bosaz stated that he was always interested in machines replacing humans for making advertisements, so this week he took time out to attend in Barcelona and wanted to know The extent to which brands can apply artificial intelligence. [Content marketing is what Coca-Cola has been researching for a long time - we first briefly communicate ideas with creative marketing companies, then they conceive stories and shoot videos of 30 seconds or more," Bosaz said. [In terms of content, I Want to start using an automated storytelling approach? Coca-Cola took office as a new digital marketing evangelist, David Godsman, and was one of Coca-Cola's recent organizational changes to develop digital marketing. Coca-Cola's digital transformation includes four areas: customer and customer experience, operations, new business and cultural areas. In terms of customers and customer experience, Coca-Cola intends to use population intelligence to increase the efficiency of the creative process and apply it to content, media and business. "Using too old technology is outdated, but there are also issues of scale in the early application of new technologies." - Mariano Bosaz Coca-Cola Global Chief Digital Officer In theory, Bosaz believes that artificial intelligence can be applied to any area of digital marketing: from Advertise music, write scripts, publish content on social media, and buy advertising media. "In the long run, these don't require any other people. A robot can complete it," he said. "I dare not say that artificial intelligence accomplishes these tasks 100%. It may one day be realized. But now robots are indeed the future development trend of the industry." Bosaz's anticipation may not be in the perspective of artificial intelligence replacement in the creative field. Far and far away. Artificial intelligence has now been used to produce commercial music and advertising, and news agencies such as the Associated Press have begun experimenting with robots to write news. He noticed that even if the current robots and data couldn't write the entire ad script, they could produce the first five seconds or the last one of the commercials, because the Coca-Cola ad "has always had a similar routine at the end": brand logos and slogans Swipe through the screen. In terms of media purchases, Bosaz said that Coca-Cola has started to buy ads through programming, but it is still far from programming more than half its media budget. Coca-Cola is also exploring ways to apply programming techniques, such as subscriptions, to increase e-commerce sales. Although Bosaz did not exactly say what it did. Currently, Coca-Cola sells through a third-party retailer such as Amazon and Tesco, and directly shares a Coke with its consumer-oriented project, which promotes the vending machine business and a small portion of sales. The Coca-Cola vending machine, which is growing at full capacity, has stimulated the interest of countries such as Japan, where Coca-Cola has developed high sales of mobile applications and vending machines. Coca-Cola has developed a Japanese app called [Coke on", where consumers can pay for drinks on the APP. [Once you have this app, you can use Beacons (close-range Bluetooth technology) to know when people pass vending machines, and you can also grasp people's spending habits, consumption location and consumption time." Bosaz said. At the same time, Bosaz also reminded marketers that they should always keep the Internet privacy issues in mind, "using consumer data without crossing the border, while providing better services and maintaining a balance between the two." This project includes Amazon Echo (smart speaker equipment), including Coca-Cola's own packaging, bottles, and trucks. For example, the brand tests Beacons equipment at a retail store in Belgium. When someone passes around the store, real-time data is recorded. [You can see both real-time data and historical data that helps predict consumer behavior," Bosaz said. At the Mobile World Congress, Bosaz said he is looking for the next breakthrough technology that can work for a big brand like Coca-Cola. "Here, I want to understand the timing," he said. "The application of technology must be right at the right time, and the use of technology that is too old is outdated, but the premature application of new technologies also has the problem of large-scale application."