Coca-Cola Co. is looking to boost its marketing through artificial intelligence.

The drinks giant this week inked a deal with management consultant Bain & Company to explore new ways to enhance the creativity of its marketing through OpenAI, the research and development company behind ChatGPT, DALL-E and Codex—technologies that Bain said are changing the way people communicate and create.

Bain has “embedded OpenAI technologies into its internal knowledge management systems, research, and processes to improve efficiency,” the consultancy stated—and is now offering the same to its clients. Coca-Cola is the first to sign on. The company is the nation’s 87th-largest advertiser, according to the Ad Age Datacenter.

ChatGPT is a dialogue-based interface that makes it possible to produce human-like text out of queries to a search engine. DALL-E can generate images based on text. Advertisers have primarily used these technologies for research and exploration, but some have used them to write dialogue in ads.

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Coca-Cola, Bain and OpenAI did not disclose details on how the new technologies would be used, but James Quincey, CEO of Coca-Cola, suggested it could be used to improve creativity.

“We're very excited about what AI and the alliance with OpenAI can do for us and may do for us in terms of upping our game in terms of marketing creativity,” he said in remarks Tuesday at the Consumer Analyst Group of New York conference, according to a Sentieo transcript.

“This will for sure, fall into the experimental category,” Quincey added. “But the opportunity to greatly enhance the creativity of our marketing department using AI is something that is worth trying [and] could be very exciting going forward. Certainly, as we’ve tried digital technologies across other aspects of our business, every time we've married the human with the technology, we've got a better result than either of the two alone.”

Manny Maceda, Bain & Company’s worldwide managing partner, in a press release described AI as “an industrial revolution for knowledge work, and a moment where all our clients will need to rethink their business architectures and adapt.”

“Coca-Cola’s vision for the adoption of OpenAI’s technology is the most ambitious we have seen of any consumer products company,” added Zack Kass, head of go-to-market at OpenAI.