SAN ANSELMO, CALIFORNIA – APRIL 24: In this photo illustration, bottles of Coca Cola are displayed on April 24, 2023 in San Anselmo, California. Coca-Cola reported first-quarter earnings that beat analyst expectations with revenues of $10.96 billion compared to the expected $10.8 billion. (Photo Illustration by Justin Sullivan/Getty Images)
Getty ImagesBuilt with Adobe and named Project Fizzion, the system offers marketing leaders a model for governing brand consistency with AI.
Coca-Cola has introduced a refreshed global visual identity, and alongside it, an artificial intelligence system, developed with Adobe, that manages how the brand is applied across more than 200 markets. The company calls the system Project Fizzion.
Fizzion converts Coca-Cola’s brand guidelines — historically a lengthy set of static documents — into a machine-readable format the company refers to as a “StyleID.” That identity encodes design rules its tools can apply automatically across formats and regions, according to Coca-Cola.
The system is built into Adobe Creative Cloud applications such as Illustrator and Photoshop. As designers work, Fizzion captures their choices and applies brand rules in real time, Adobe said. Once trained, a StyleID can generate localized campaign variations while keeping each execution aligned to the brand.
The visual refresh that accompanies the system is comparatively restrained. It centers on Coca-Cola’s core assets — the red-and-white palette, the Spencerian script and the Dynamic Ribbon — and introduces vertical wordmarks on cans, updated multipack imagery and a redesigned Coke Zero Sugar look.
For marketing and brand leaders, the system is the more transferable development. Much of marketing’s current AI adoption is aimed at increasing content output. Coca-Cola’s implementation applies the technology to brand governance: keeping a consistent identity intact as that output scales.
Coca-Cola has positioned the technology as designer-led. Adobe describes the working principle as “Designers lead, and AI follows,” and Coca-Cola’s global vice president of design, Rapha Abreu, said the aim is to embed AI so that “creativity can move faster, without losing its soul.”
Coca-Cola serves roughly 2.2 billion drinks a day, and every market adapts the brand for local campaigns. Maintaining consistency at that volume has traditionally required extensive manual review of individual executions against brand standards — work that Fizzion is designed to automate.
The capability is not limited to Coca-Cola. Adobe has been extending brand-aware generative tools, including Firefly Design Intelligence, to enterprise customers, with Coca-Cola among the first to adopt them. That trajectory points to brand-governance AI reaching a widening set of companies, including mid-market and smaller marketing teams that operate without large agency review layers.
Coca-Cola has said the system is not a cost-reduction measure. The company reported advertising costs of $5.4 billion in 2025, up from $5.1 billion in 2024, while net operating revenues grew 2% to $47.9 billion.
The open questions for marketers are how the encoded system performs in market and how brand distinctiveness holds up as more content is produced through AI. Coca-Cola’s rollout gives the industry an early, large-scale case to watch on both.