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Coca-Cola takes a look into the future with new AI-powered drink 

Coca-Cola takes a look into the future with new AI-powered drink 

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Coca-Cola has released its new Coca-Cola Y3000 Zero Sugar, a new limited-edition flavour that comes alongside an AI-powered experience from Coca-Cola Creations.

The drink is the first futuristic flavour co-created with human and artificial intelligence from Coca-Cola, celebrating an optimistic future through the connections we make. The drop also includes a new AI-powered experience that will give fans an unexpected and exciting perspective on what the year 3000 could look like.

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By scanning the Coca-Cola Y3000 Zero Sugar can, fans will be taken to the Creations Hub where they can use the customized Y3000 AI lens to imagine what the world could look like in the future.

“Our ambition for Coca-Cola Creations is to create unexpected and magical moments for our fans. Inspired by the timelessness of Coca-Cola, we want to celebrate everyone’s idea of what the future might look like,” said Oana Vlad the senior director of global strategy at The Coca-Cola Company. She added that with the help of AI-powered technology, Coca-Cola Y3000 Zero Sugar imagines how a Coca-Cola from the future could taste and introduces innovative experiences to explore the future.

Coca-Cola created the Y3000 experience by tapping into human and artificial intelligence to understand how fans envision the future through emotions, aspirations, colours, flavours, and more. According to Coca-Cola, fans’ perspectives from around the world, combined with insights gathered from artificial intelligence, helped inspire it to create the unique taste of Y3000.

The new creation features a futuristic packaging design including light and optimistic tones, a Coca-Cola Creations logo composed of effervescent bubbles, and the Coca-Cola Spenserian script with fluid dot clusters that merge to represent the human connections of our future planet.

According to Coca-Cola, the design, which was co-created with artificial intelligence, showcases liquid in a morphing, evolving state, communicated through form and colour changes that emphasise a positive future.

“We’re excited to bring to life this latest innovation from our Coca-Cola Creations platform here in ASEAN and South Pacific. We continuously explore new ways to resonate with our consumers in new, immersive ways,” said Tee Jae Sonza, Coca-Cola’s trademark category head, Coca-Cola ASEAN and South Pacific operating unit.

On the leadership front, The Coca-Cola Company promoted Sam Way to vice president of the digital acceleration office at Coca-Cola's ASEAN and South Pacific operating units.

In his new role, Way is leading the company's enterprise-wide digital growth agenda. The agenda includes digital commerce, where he is in charge of leading end-to-end strategy and the execution of e-Retail capabilities and digital experiences to pilot enterprise experiments. This will help to deliver its future plans. His new remit will also include digital acceleration, where he will be in charge of orchestrating its enterprise's digital and data strategy. 

Way began his 10-year tenure at The Coca-Cola Company in 2013 as the senior brand manager of flavours at Coca-Cola South Pacific.

Related articles:
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The Coca-Cola Company's beverage wing picks B2B trade marketing head

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