"In January 2023 the producer of Dasani water, Fairlife milk, and the namesake Coke brand created a cross-functional "digital council," which is composed of several senior leaders who came together to get a full inventory of all digital capabilities that were being utilized across the company, including AI. This group found that while Coke was utilizing AI and other technologies more than anticipated, there was also some unnecessary duplication and digital work that was being done in silos. There also wasn't a standardized system in place to measure impact."
"John Murphy, Coca-Cola's president and chief financial officer, would chart a new course. The digital council, which he chairs, brought in key C-suite leaders, including chief marketing officer Manuel Arroyo and chief information officer Neeraj Tolmare, to ensure the right mix of perspectives would be represented as Coca-Cola moved forward with AI and other digital investments. All resources are focused on three priorities: the consumer, customers including the bottlers and retailers that Coca-Cola works with, and how technology can improve work for corporate employees."
Coca-Cola formed a cross-functional digital council in January 2023 to inventory digital capabilities and address siloed work. The council discovered broader-than-expected AI use alongside duplication and a lack of standardized impact measurement. John Murphy chairs the council and engaged C-suite leaders to align perspectives and investments. The organization set three priorities: consumers, customers (including bottlers and retailers), and improving corporate employee work through technology. AI initiatives have expanded companywide, emphasizing scale. Employees adopted an internal ChatGPT-powered search tool, and external-facing experiments include an AI-generated Christmas ad and an Adobe partnership to accelerate creative workflows.
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