In October 2024, in partnership with SciFutures — an award-winning foresight and innovation agency — I helped The Coca-Cola Company develop a comprehensive framework for understanding how generative AI is transforming the marketing funnel and what that means for one of the world's most recognized consumer brands.

The engagement arrived at a pivotal moment. Coca-Cola's internal AI team — a deliberately lean two-person global unit — had spent two years building executional AI capability: creative tools, consumer platforms, supply chain applications. What they needed was the strategic foresight layer: a rigorous, outside-in framework for what AI-driven marketing transformation looks like across the entire ecosystem, not just inside any single campaign or function.

The research process was comprehensive: desk research on generative AI use cases across the market, a survey of CPG organizations to benchmark AI capabilities and literacy, and expert consultations with leaders from Microsoft, Google, Andreessen Horowitz, McKinsey & Company, and others.

The framework mapped five interconnected disruption vectors across the marketing ecosystem — Consumer, Brand, Marketing, Organization, and Channel — examining both the near-term shifts and their strategic implications for Coca-Cola specifically.

The central strategic insight reframed how Coca-Cola's marketing organization thinks about consumer engagement in the AI era — moving away from a linear model that was built for a world that no longer exists, toward one designed for what's coming next.

The engagement culminated in a tailored set of "Jobs to Be Done" for TCCC across each disruption vector — specific, actionable recommendations for how Coca-Cola's marketing organization could adapt its brand strategy, technology investments, organizational structure, and channel approach to lead rather than follow in the AI-driven marketing era.