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Coca-Cola Leverages AI Personalized Recommendations to Boost B2B Sales

Oct 24, 2023 - pymnts.com
Coca-Cola is using artificial intelligence (AI) to boost sales to business customers by sending them tailored messages. The company's EBC platform has been digitising and implementing new technologies to drive B2B sales, with 6.9 million customers connected to the platform so far. Initial pilots suggest that customers who receive AI-written push notifications are more likely to purchase recommended SKUs, leading to increased retail sales.

The company is also working to digitise the relationships between bottlers and business customers. Traditional payment methods are falling out of favour, with 40% of CFOs saying the use of checks has become less common due to digitising accounting operations. Market research firm Gartner predicts that 75% of B2B sales organisations will be using AI-based selling by 2025.

Key takeaways:

  • Coca-Cola is using artificial intelligence (AI) to increase B2B sales by automatically prompting business customers with tailored messaging.
  • The company has connected 6.9 million customers to its EBC platform and is looking to bring smaller B2B customers into the digital sphere.
  • Market research firm Gartner predicted that 75% of B2B sales organizations will be using AI-based selling by 2025.
  • Coca-Cola is investing in digital capabilities to expand its potential in the future, with CEO James Quincey stating that they are "just scratching the surface" of what's possible with AI.
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