Unlike the swift hype cycle surrounding virtual worlds and digital collectibles, AI is positioned to have enduring impacts on the marketing landscape, according to Pratik Thakar, global head of creative strategy and integrated content at Coca-Cola.
With the initial burst of excitement from brands around technologies such as NFTs and the metaverse fizzling out, it has seemed artificial intelligence has taken its place as the latest marketing buzzword.
During Ad Age’s Web3 Marketing Summit last week, Thakar shared an overview of how Coca-Cola is already leveraging AI in its marketing—and why the company is prioritizing AI tools over Web3 technologies.
Also read: How AI and Web3 marketing will compete for ad dollars
“AI is going to be more fundamental [than Web3 technologies],” he told event attendees. “The OpenAI platform is very practical. I can use it every day. [But] I’m not going to buy crypto everyday. Or, I’m not going to spend a few hours every day on Roblox or any particular metaverse platform.”