In a unique fusion of creativity, innovation, and technology, Coca-Cola has launched an experimental flavor crafted with the help of artificial intelligence, christened as Coke Y3000.
The launch is part of Coca-Cola’s effort to stay current and engage with younger demographics in light of burgeoning competition.
The AI was used to identify flavor pairs and profiles which were then used to develop the drink further, with Coca-Cola aiming to make the drink “taste like the future”.
Coca-Cola Y3000 draws its name from the future – the year 3000, and was launched in both sugar and sugar-free versions in the United States and Canada.
By scanning the on-pack QR code, consumers can enter the Coca-Cola Creations Hub and use the custom Y3000 AI Cam to imagine their current surroundings as a glimpse into the future.
The futuristic adventure extends into reality with the Y3000 Capsule Collection, a collaboration with fashion brand AMBUSH®, promising an exciting line of future-inspired apparel and accessories this fall.
The drink is part of Coca-Cola’s “Creations” line, a collection of beverages launched in February 2022 specifically to attract Gen-Z consumers.
According to Oana Vlad, Senior Director, Global Strategy at The Coca‑Cola Company, the premise was to ponder what the experience of a Coke from the future might unlock.
With the aspiration for Coca-Cola to maintain its refreshing relevance in the year 3000, they paired human intelligence with AI in this “Real Magic” brand platform, showcasing an exhilarating expression of Coca-Cola’s anticipation of what tomorrow will bring.
“The role of every drop is to leverage the latest, most advanced technologies and cultural trends to create novel experiences,” continues Vlad. After venturing into Augmented Reality last year, the power of AI was the logical next step. Coca‑Cola Creations has paved new pathways for deeper fan engagement, luring existing fans and those who might not have previously contemplated the brand.
The use of AI in aiding its creation is not a standalone phenomenon, as other food companies have also begun harnessing AI for recipe development, advertising campaigns, and as an innovative selling point for the consumers.
This move is not only innovative, but it also serves as an intelligent marketing strategy in the face of a growing market of alternative beverage options.
Artificial intelligence affords Coca-Cola the means to rapidly iterate new flavor combinations based on vast datasets, potentially yielding breakthrough product lines that could set new trends.
As we look toward the future, this reliance on AI in product development will likely become an industry-standard in the food and beverage sector.
AI can cut down R&D costs, drastically reduce the time to market for new products, and enable more personalized experiences – picture a future where AI customizes your drink to cater to your individual taste profile.
