WHY DOES COCA COLA NEED AI? The Coca Cola company produces about 3% of all the beverages consumed globally. Its distinctive red and white logo is recognised by over 90% of people in the world. But maintaining this leadership position takes hard work, with huge investment in marketing. A few years back Coca Cola was spending more on advertising than Apple and Microsoft combined . It relies on huge amounts of data to understand why people are buying. It takes even more to figure out why they switch, and what makes them buy more. Nowadays, Coca Cola has an extensive product range. So gone are the days when success was mainly about getting people to choose Coke over Pepsi. There are similarities with other brand-conscious purchases such as trainers and luxury fashion. There may be some functional differences between competing products, but sales seem disproportionately dependent on attitudes to brands. R&D is key to Coca Cola’s success, not just in products, but also unders
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