How does
Coca Cola
Use AI?
Generated 1M+ real-time conversations across 43 global markets in 60 days
Project Overview
Coca-Cola deployed AI to create a multilingual, real-time conversational AI campaign called "Create Real Magic" during their 2024 holiday season.
Layman's Explanation
Coca-Cola created an AI-powered digital Santa that could have real-time voice conversations with customers in 26 different languages. Users could talk to this virtual Santa through their devices, creating personalized holiday experiences. The system was built using Microsoft's cloud AI services and could handle millions of simultaneous conversations without breaking down, making it one of the largest consumer AI deployments ever attempted by a beverage company.
Details
Coca-Cola leveraged Azure AI Foundry as the central platform, utilizing over 1,600 pre-built AI models to rapidly develop and deploy their conversational AI system. The technical architecture combined Azure AI Speech for real-time multilingual voice interactions, Azure Functions for serverless backend orchestration, and Azure Container Apps for hosting microservices and AI models with serverless GPU support.
The implementation achieved remarkable scale through careful architectural design. Azure AI Speech enabled natural language conversations in 26 languages simultaneously, while Azure Functions provided event-driven scaling that could handle traffic spikes from zero to millions of users instantly. The system used Azure Container Apps to host containerized AI models with real-time inference capabilities, supported by .NET Aspire for production-grade observability.
What made this deployment particularly impressive was the speed of execution. The entire campaign was developed and launched in just 60 days, demonstrating the agility possible with integrated cloud AI services. The system successfully processed over one million real-time conversations across 43 markets, proving that enterprise-scale generative AI can deliver both technical performance and meaningful consumer engagement when properly architected.
Analogy
Think of it like having a multilingual customer service representative who never sleeps, never gets tired, and can simultaneously talk to millions of people around the world. Just as a skilled translator at the United Nations can instantly switch between languages during a global summit, Coca-Cola's AI Santa could seamlessly converse with a child in Tokyo in Japanese, then immediately chat with a family in Brazil in Portuguese, all while maintaining the magical holiday spirit that makes each conversation feel personal and special.
Machine Learning Techniques Used
More Use Cases in
Retail & Consumer
Novelty Justification
The campaign leverages established generative AI and cloud infrastructure (Azure) to deliver large-scale consumer engagement, aligning with current industry best practices in AI-driven marketing rather than pioneering new ML methodologies or architectures. While impactful in scale and brand integration, it does not break new ground technically compared to other enterprise generative AI deployments or leading consumer AI chatbots.
Project Estimates
