Coca-Cola Wants to Use AI Bots to Create Its Ads

BARCELONA, SPAIN--Coca-Cola is one of the most beloved brands in the world and is known for creating some of the best work in the advertising industry. But can an AI bot replace a creative? Mariano Bosaz, the brand's global senior digital director, wants to find out. Speaking to Adweek at Mobile World Congress on Tuesday, Bosaz said that he's partly in Barcelona this week to get a better feel for how brands can use artificial intelligence because he's interested in swapping in robots for humans that crank out ads. "Content creation is something that we have been doing for a very long time--we brief creative agencies and then they come up with stories that they audio visualize and then we have 30 seconds or maybe longer," Bosaz said. "In content, what I want to start experimenting with is automated narratives."