Coca-Cola’s CMO on sidestepping the culture wars, navigating AI and boosting events over ads

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The Coca-Cola Company's Chief Marketing Officer, Marcos de Quinto, recently discussed the importance of staying out of the culture wars, leveraging artificial intelligence (AI) technologies, and focusing on events rather than traditional advertising in order to create meaningful experiences for consumers. In an interview with Ad Age, de Quinto said, “We believe there is a better way to connect with consumers than getting involved in these culture wars and polarizing debates. We prefer to focus our efforts and investments on initiatives that bring people together and create shared experiences.” He said that Coca-Cola was committed to using AI to deliver more personalized experiences for its customers, so it has been investing in technology that can analyze consumer preferences and target them with relevant content. De Quinto also emphasized the importance of the experiential side of marketing, noting that events can be a powerful tool for creating engaging connections with consumers. He said, “We are putting a lot of emphasis in this area, and we are seeing great results."