--- title: "Coca-Cola Signs Deal With OpenAI’s DALL-E and ChatGPT" description: "AI Unleashed The Coca-Cola Company is getting deeper 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 […]" date: "2023-02-23" modified: "2023-02-23" authors: - name: "Noor Al-Sibai" job_title: "Senior Staff Writer" link: "https://futurism.com/authors/nooralsibai" url: "https://futurism.com/the-byte/coca-cola-openai" categories: - "Artificial Intelligence" - "OpenAI" tags: - "coca cola" - "marketing" - "OpenAI" - "the digest" --- # Coca-Cola Signs Deal With OpenAI’s DALL-E and ChatGPT ![The Coca-Cola Company is getting deeper into the artificial intelligence game thanks to a newly-inked deal that will see it partnering with OpenAI.]() *\Image: Getty / Futurism\* ## New Coke 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." ## Marketability 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. In a statement [provided to *The Grocer*](), a British food news site, Coke CFO and president John Murphy indicated that the marketing prospects were one of the biggest draws of the deal. "We have a couple of really interesting cases with the marketing team to enhance the work that we’re already doing with our new marketing model," Murphy said, "and to be able to marry the ability to deliver creative content at speed and to do it with exponential efficiency." ## Long Time Coming New deal aside, this isn't the first time Coca-Cola has gotten into the AI game. Back [in 2017](), the company announced that it was going to start using "AI-powered" vending machines as part of its [artificial intelligence-centered business strategy]() that uses algorithms to determine which flavors are performing best and other key metrics. What remains to be seen, however, is how well AI-generated marketing will perform, and if it will get us one step closer to normalizing the uncanny sensation that a lot of AI art instills in viewers. **More on AI:** [*Samsung Now Cloning Users' Voices So an AI Can Answer Calls For Them*]() ## Author At Futurism, I've often been drawn to unpacking the narratives that underlie technological, scientific and medical progress, with a special interest in areas of conflict and ambiguity that end up setting agendas and steering the fates of both elites and the hoi polloi. I'm a committed generalist, but I often find myself returning to work involving NASA and the private space sector, the effects of AI on media and society, and the mechanics of the pharmaceutical industry, with a specific focus on the spread of GLP-1 drugs like Ozempic and Wegovy. Prior to Futurism, I worked for publications ranging from Media Matters and Truthdig to Raw Story and Bustle. I'm also the author of "Myspace Scene Queens," a 2024 title in Instar Books' acclaimed "Remember the Internet" series. My work at Futurism has been cited by outlets including the New Yorker, Slate, Nieman Lab, the Verge, the MIT Technology Review, the Sunday Times, and the Daily Beast. I grew up in North Carolina, attended the University of North Carolina at Asheville, and now live in Brooklyn, New York. In my free time, I'm an avid reader and music fan; you can probably find me at a local poetry reading, concert, underground rave, or DJ set. I'm the proud parent of an ineffable orange cat named Mee-Mow. ### Author social links [Bluesky]()