Author: Seb Joseph

One of Coca-Cola’s core focuses these days is data — specifically how it matches its own data against what its partners hold.

John Murphy, the advertiser’s president and CFO, made the point at the DBAccess Global Consumer Conference on Thursday. 

He added: “Today, one of our core areas, how do we take the, let’s say, first-party data that we own — it’s proprietary, it’s ours — and how do we marry that with the customer data that these proprietors who are bottlers, given the amount of engagement they have with millions of customers every day. Or how do we work with some of our partners, whether it’s in the U.S. with Publicis or WPP in other parts of the world, to bring that together and then to create a sort of a new intelligence.” 

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Brands used to rent a celebrity’s likeness for a campaign. The TV spot was shot, photos were taken and the rental agreement ended when the cameras stopped rolling. Now, marketers are turning talent into always on, hyperpersonalized digital personas using AI.

Take The Coca-Cola Company. Ahead of the FIFA World Cup, Coca-Cola announced the launch of a “José vs. Mourinho” social content series. But instead of featuring José Mourinho, the incoming manager of the Real Madrid soccer team, the series will be hosted by Mourinho’s AI clone.

From celeb rentals to always-on digital personas

Mourinho’s so-called digital twin is the brain child of Coca-Cola, Footballco media company, and entertainment studio and management company GRAiL. It’s powered by Google Cloud. The team worked directly with Mourinho to capture new audio and video to build the technology, said a spokesperson for the brand.

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