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BARCELONA, SPAIN—Coca-Cola is one of the most beloved brands in the world and is known for creating some of the best work in the advertising industry. But can an AI bot replace a creative? Mariano Bosaz, the brand’s global senior digital director, wants to find out.
Speaking to Adweek at Mobile World Congress on Tuesday, Bosaz said that he’s partly in Barcelona this week to get a better feel for how brands can use artificial intelligence because he’s interested in experimenting with bots that crank out ads.