Coca-Cola has unveiled its latest innovation, Y3000, which is touted as the first flavor co-created with both artificial intelligence (AI) and humans. This new beverage is part of Coca-Cola’s ongoing efforts to engage younger consumers by offering drinks inspired by moods and experiences.
The introduction of Coca-Cola Y3000 marks the eighth iteration of the Coke Creations platform, which has been consistently embracing a digital-first approach over the past two years. By leveraging the power of technology and innovation, Coca-Cola aims to connect with fans around the world. With the launch of Coca-Cola Y3000 Zero Sugar, the brand delved into the future of AI technology. Now, it seeks to bring futuristic experiences to life in the physical world for consumers to enjoy.
Oana Vlad, senior director for global strategy at the Coca-Cola Company, stated, When we launched Coca-Cola Y3000 Zero Sugar, we made it possible to explore the future through the lens of AI technology, and now we are bringing futuristic experiences to life in the physical world for fans to enjoy.
Coke Y3000 not only promises to taste like a Coca-Cola from the future but also serves as a platform for the brand to unveil future-facing experiences. One example of this is the brand’s residency at the Sphere in Las Vegas, a well-known music and entertainment venue that has gained attention for its impressive size and scope. Despite financial troubles and the resignation of its CFO, the Sphere continues to be a pop culture phenomenon. As part of its takeover, Coca-Cola plans to showcase a tapestry of nature and innovation that celebrates the power of technology.
To further emphasize its commitment to AI, Coca-Cola will utilize the Y3000 AI Cam to incorporate user-generated photos for a truly interactive experience. Additionally, the brand will showcase images of a futuristic capsule collection created in collaboration with fashion brand Ambush.
Apart from the visual spectacle, Coca-Cola has organized an experiential activation at the Sphere. Attendees can expect a holographic appearance from popular musical act the Jonas Brothers and a brief performance by Marshmello, who collaborated with the brand for a Coke Creations beverage last year. Moreover, visitors can taste test Y3000, explore the Y3000 AI Cam, and try on clothes from the capsule collection using interactive mirrors.
In the realm of technology and marketing, Coca-Cola has been at the forefront of utilizing generative AI in its products and campaigns. In March, the company launched Create Real Magic, a platform that combines OpenAI’s GPT-4 and DALL-E technologies. This initiative encouraged consumers to create branded AI art. Since then, Coca-Cola has employed generative AI to create music and QR codes. The company intends to extend the Create Real Magic platform as part of its holiday campaign.
With an innovative and forward-thinking approach, Coca-Cola continues to captivate consumers by combining human creativity with AI technology. The launch of Y3000 represents yet another milestone in the brand’s ongoing commitment to delivering unique and engaging experiences for its fans around the world.
