Food and beverage / Beverages
Coca-Cola: Producing brand advertising
- Company
- Coca-Cola
- Country
- United States
- Adoption stage
- Pilot
- Source published
- Date basis
- The date the source was published. It can differ from the date adoption started.
- How the source was checked
- Read the full source text
The work problem
The Coca-Cola Company sells more than 200 brands in more than 200 countries. Making advertising that works in each country while still following brand rules has been a long-standing task. Even people misread brand guidelines, and AI got them wrong more often. The company saw this point as the decisive obstacle to AI content production.
Technology and data
The company built Project Fizzion together with Adobe. It uses Adobe Firefly generative AI and sits inside Adobe Creative Cloud. Designers keep working in the tools they already use, such as Illustrator, InDesign and Photoshop. Fizzion reads how a designer lays out a screen and refines typography, then turns that intent into machine-readable information called StyleID. Once trained, StyleID applies brand rules to logos, typefaces and images automatically, adjusted for format, medium and market. The judgement about what to make stays with the designer.
Results
The Coca-Cola Company said creative teams can produce content up to 10 times faster. It added that this holds without cutting quality or originality. The company and its agencies said they can produce hundreds of local campaign variants, with fewer errors and faster execution. At the time of the announcement Fizzion was still at the pilot stage.
Limits and open questions
This is an announcement made at the pilot stage. Average production cost, change in revenue and the extent of company-wide rollout are not in the source.
Sources
- The Coca-Cola Company Introduces Fizzion: A New Era of AI-Governed Creativity at Global Scalecoca-colacompany.com, Accessed
Compiled from public sources. These are not results from ATF Works customers.