Coca-Cola is using artificial intelligence (AI) to generate customer insights as they bubble up from a cooler or the shelf in an individual store.

The Atlanta-based carbonated-drinks giant knows that the smart use of AI can help drive its business at a time when many consumers are turning away from sugary options and towards a slate of healthier (or more fashionable) modes of refreshment.

“Product categories – coffee, sparkling, tea, water, sports, energy – are growing,” said Saurabh Parikh, vp/innovation, architecture and data at CONA Services, a unit of Coca-Cola that serves the organization’s bottlers across North America. “Within each category, the amount of brands, products [and] flavors is also growing – and the consumer in the marketplace wants more variations, more flavors.

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