The Coca-Cola Company is getting deep into the artificial intelligence game thanks to a newly-inked deal that will see it partnering with OpenAI. The press release announcing the deal did not say how much the partnership between Coca-Cola, OpenAI, and the Bain consulting firm is worth, but given that the AI firm recently got a multi-billion-dollar contract with Microsoft, there's a good chance it's worth a pretty penny -- and it seems particularly significant because of Coke's storied history in advertising, a domain that the release seems to hint could be a target for the AI tech. In the statement, Coca-Cola CEO James Quincy said that the company is "excited to unleash the next generation of creativity offered by this rapidly emerging technology" using tech including DALL-E and ChatGPT. "We see opportunities to enhance our marketing through cutting-edge AI," Quincy said, "along with exploring ways to improve our business operations and capabilities." Coke is the first company to sign on to Bain and OpenAI's new partnership, and although there's no word yet on exactly what the deal will entail, the press release hints at marketing, sales, and human resources implementations, the latter two of which sound pretty dystopian, to be honest.