The Winning Formula: Creativity, Data, and Purpose at Coca-Cola

Generative AI is reshaping brand marketing, with its impact on the fusion of creativity, analytics, and purpose-the "growth triple play"-taking center stage. McKinsey reports that brands successfully combining these elements typically achieve more than double the growth of their industry peers. So, how do triple-play brands like Coca-Cola use AI to sustain their leading global position? Abbas Arslan has the insights.