Coca-Cola’s message to brands: Invest in AI, not Web3

Coca-Cola's creative strategy head, Pratik Thakar, advised marketers to invest in artificial intelligence (AI) instead of Web3 technologies like NFTs and the metaverse at AdAge's Web3 Marketing Summit. Thakar argued that AI is more fundamental and has already had a more tangible impact on advertising than Web3 tech. AI is commonly used for data management, and generative AI platforms like Midjourney can create compelling, high-quality images that can help major brands cut down on creative costs significantly. While Web3 is not totally irrelevant, Thakar's message suggests that AI is a more worthwhile investment for marketers.

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