TECH SUPPLIER Mar 2023 - Market Note - Doc # US50447823

Coke's Generative AI Deal with Bain: Dawn of a New Era in Digital Marketing


Gerry Murray
Sudhir Rajagopal

This IDC Market Note provides insights and recommendations related to the use of generative AI tools such as ChatGPT and DALLĀ·E for marketing. The scale, scope, and intimacy (intrusion) capabilities of digital marketing have increased by orders of magnitude over the past decade, and despite the ongoing rumors of cookie deprecations, they are about to do so again with the advent of generative AI (G-AI). The partnership announcement between Bain & Company and The Coca-Cola Company is presented as a lighthouse project that other brands can ill afford to watch and wait for.



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