When Coca-Cola’s New CEO Explained The Company’s AI Vision | Henrique Braun

In this insightful old interview, now newly relevant, Siddharth Zarabi speaks with Henrique Braun - then the COO of Coca-Cola and today the global CEO - about the company’s early and ambitious adoption of AI. Braun explains how Coca-Cola became one of the first major brands to use AI creatively at scale, starting with the global “Create Magic” campaign, where consumers generated AI-powered art showcased at Times Square and Piccadilly Circus. In India, he highlights Coca-Cola’s integration of AI into 360° digital marketing, especially through cricket-driven campaigns that blend fan passion with data-driven personalization. Braun’s comments reveal a forward-looking strategy: AI as a core engine for consumer engagement, creativity, and future marketing innovation - an approach he is now set to lead globally.