Coca-Cola Inc. remains the world’s largest beverage company, serving over 1.9 billion drinks a day. Its portfolio is comprised of 500 brands including many successful fizzy drinks like Coke, Diet Coke, Coke Zero, Fanta, Sprite, Schweppes, and even includes energy drinks like Powerade and at least one orange juice brand, Minute Maid.
Marketing these brands in more than 200 countries isn’t an easy task, nor is it a “one-size-fits-all” affair. A large part of successfully handling these brands and staying on top of the softdrinks market, is by using Big Data and AI for their social media marketing. Coca-cola uses AI to analyze social media content to see how, where and when its customers consume their products, and also determines which products are most popular in specific locations.
Coca-Cola has determined that 90% of its consumers base their purchasing decisions on social media content, so it harnesses AI to understand how its billions of customers engage with all its brands on Facebook, Instagram and Twitter.
The company likewise studies how its products are talked about and shared on social media via 37 “social centers” that collect data which is then analyzed to harvest consumer insights with the Salesforce platform.
To date, Coca-Cola has analyzed engagement with over 120,000 social media content items to determine the demographics and behaviour of those engaging with each of its brands. Other social media marketing efforts include the application of computer vision analysis, natural language processing of social media posts and deep learning-driven analysis of data metrics to create social media ads that will appeal most to customers and drive sales.
Coca-Cola has also used AI to understand local tastes, preferences and purchasing behaviors in every country they’re in, then harnesses that data in ingenious ways; for example, in Japan, 1 million vending machines have been fitted with AI algorithms to promote drinks and flavors that will appeal most to the people in specific locations. These vending machines can even use AI to “personalize” their displays and set the right “mood” at their location; mall-situated machines can give off a more colorful display, while those at a fitness gym can exude a more performance-focused look while those in a hospital can give off a more “functional” vibe.
AI is even harnessed to run loyalty and reward programs; image recognition technology allows customers to verify purchases by simply taking a photo with their smartphones. These and other loyalty and reward schemes were enhanced by TensorFlow, which set up neural networks for scanners to identify product codes from a photo and increase customer engagement. AI was even used to create a new flavour – Cherry Sprite, which was based on data gathered on US consumers.
To know more how AI helps Coca-Cola maintain its market dominance, read the story here: https://www.artificialintelligence-news.com/2019/05/07/how-coca-cola-is-using-ai-to-stay-at-the-top-of-the-soft-drinks-market/