At #DavosBrainstorm2024, Siddharth Zarabi, Managing Editor of Business Today TV with Henrique Braun, EVP & President, International Development, The Coca-Cola discussed the impact of AI. Henrique highlighted the pivotal role of AI in their marketing strategies, emphasizing its ability to establish meaningful connections with consumers. He explained how AI is employed to gather information, subsequently shaping their upcoming campaigns to enhance product effectiveness. Henrique provided concrete examples wherein AI was utilized to express consumer creativity, resulting in displays at iconic locations like Times Square. This exclusive conversation sheds light on Coca-Cola's innovative use of AI to drive marketing and consumer engagement.