PepsiCo experiments with Smart Cans, AI tech to improve personalization

By: Trademagazin editor Date: 2024. 07. 02. 09:51

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PepsiCo this year used Cannes Lion to preview new experiments that meld marketing, design and technology, with a focus on leveling up personalization. The marketer showed off a new AI Hydration Coach for Gatorade and connected device for Pepsi inspired by its can shape.

PepsiCo brands Gatorade and Pepsi showed off new tech bells and whistles as part of their showcase at the Cannes Lions International Festival of Creativity last week, per details shared with Marketing Dive.

Gatorade demoed an artificial intelligence-powered AI Hydration Coach named Anna at Stagwell’s Sport Beach venue, where the brand acted as a sponsor. The assistant, trained on historical expertise from the Gatorade Sports Science Institute, breaks down the science behind hydration into an easily digestible form for consumers. The concept leans into the idea that AI has the power to democratize services that were once exclusive, giving everyday consumers the type of expert guidance usually reserved for elite athletes.

Meanwhile, Pepsi shared a first look at its Smart Can, a connected device outfitted with wraparound screens, movement sensors and accelerometers that help customize the user experience.

The soft drink brand will promote the can-shaped gadget at a future date with creators and fans who will make football, gaming, music and food content.