Coca-Cola's AI- driven customer engagement strategy

Recent research shows that artificial intelligence improves marketing capabilities through hyper-personalization and predictive analytics capabilities (Davenport 2023; Kotha 2024; Islam et al., 2024). Companies at the forefront of their industries use cutting- edge systems such as Coca- Cola's machine learning sentiment analysis combined with generative AI content generation (Limantara, 2024; Wang & Zhang, 2024). Natural language processing paired with computer vision tech enhances customer engagement across digital platforms and physical spaces according to Durmuş Şenyapar (2024). Recent studies highlight pronounced ethical challenges caused by algorithmic bias and privacy concerns (Islam et al., 2024; Gungunawat et al., 2024). The AI governance framework developed by Coca- Cola has gained industry- wide recognition as the standard for ethical AI deployment according to Wang & Zhang (2024). The "Create Real Magic" campaign maintains an equilibrium between inventive progress and ethical standards (Limantara, 2024) and shows how responsible AI use leads to competitive advantages.