For example, Coca-Cola is able to quickly create thousands of food and product combinations, as well as deals that show up in marketing from commerce partners like Uber Eats, Deliveroo and Instacart.
“While we’re early in the journey, we already know this technology allows us to drive customization to the last mile, which drives creative engagement and effectiveness at scale,” Bhutada said. “It’s also a more cost effective and simpler approach than traditional methods.”
Ford is using the tech to build digital models of vehicles that allow for customization before customer orders hit the production line.
According to WPP’s Pretorius, the main challenge in the automotive sector is the long timeline from design to ownership. “This means we must begin creating marketing content for our automotive clients as soon as the designs are approved, long before the cars are produced,” he said.
