Coca-Cola CEO Quincy Emphasizes Generative AI for Customized Marketing Strategies

On the 18th (local time) at the 'Adobe Summit 2025' keynote stage held at the Venetian Convention Center in Las Vegas, James Quincy, chairman and chief executive officer (CEO) of Coca-Cola, emphasized the impact that generative artificial intelligence (AI) will have on brand innovation.

On this day, he discussed with Shantanu Narayen, CEO of Adobe, how AI is changing advertising and marketing strategies.

Quincy said, "While Coca-Cola has led the global market, continuous innovation is essential to consistently capture consumer interest," adding, "If we can create new images more quickly through generative AI and deliver slightly different messages tailored to each customer, the brand experience will become richer."

He predicted that generative AI will bring a "revolution" to advertising and content creation. The CEO noted, "In the past, the various variables such as hiring photographers and finding shooting locations incurred enormous expenses and time, but now we can immediately create desired images with AI," and added, "As this technology advances, it will become possible to instantly create video, music, and audio content, enabling customized advertising production."

As Coca-Cola operates diverse brands globally, different marketing strategies are required for different countries and regions. The CEO emphasized that analyzing the 'cultural context' of each consumer group and consistently reflecting it digitally is crucial. AI analyzing data in real time and automatically generating necessary images will increase both the speed and efficiency of advertising production.

In response, Narayen explained, "By combining Adobe's creative solutions with marketing automation and data analytics capabilities, we can instantly supply personalized content on a large scale." He noted, "Ultimately, from a corporation's perspective, it is essential to provide tailored messages 'anywhere, to anyone' to have a chance of success," stating that "generative AI will maximize efficiency across advertising and marketing."

Coca-Cola is already conducting various experiments for digital marketing transformation. Quincy said, "In the early stages, we reorganized over 200 brands in a short period," and explained, "For example, during the COVID-19 pandemic, we boldly streamlined brands with low growth potential and optimized new product development and marketing using AI analysis." He continued, "Because we were able to make quick decisions in line with market trends, marketing innovation through generative AI will naturally follow."

Quincy also did not neglect to mention the corporations' social responsibility and sustainability. He stated, "As one of the most widely consumed brands in the world, Coca-Cola cannot overlook environmental issues," adding that "AI-based data optimization can also contribute to operating the supply chain more efficiently."

The two CEOs emphasized, "Generative AI is not just a means of reducing expenses, but a core technology that refines brand experiences," saying that "As technology advances, corporations will be able to offer personalized content to consumers while maintaining brand identity."