The Coca‑Cola Company Introduces Fizzion: A New Era of AI-Governed Creativity at Global Scale

The Coca‑Cola Company unveiled Project Fizzion in collaboration with Adobe —a groundbreaking design intelligence system. Fizzion transforms traditional brand guidelines into intelligent, adaptive assets, enabling creative teams to produce content up to 10 times faster without compromising quality, integrity, or originality. While still in its pilot phase, Fizzion signals a bold vision for the future—where brand consistency is scaled with speed, and designers remain fully in control.

With more than 200 brands in over 200 countries, The Coca‑Cola Company operates one of the most complex marketing ecosystems in the world. Delivering locally resonant, on-brand creative at this scale has long been a challenge. Fizzion is the answer: a design-first system that uses AI not to replace designers, but to learn from and empower them.

“With Fizzion, our design elements become smart. Logos, type, imagery—brand guidelines now live intelligently inside them. Each asset understands how it should behave, adapt, and scale across any context,” said Rapha Abreu, Global Vice President of Design. “This is about embedding AI at the heart of our brand system so creativity can move faster, without losing its soul.”

Design Once, Scale Infinitely

Fizzion works by learning directly from how designers operate inside Adobe Creative Cloud applications like Illustrator and Photoshop. As designers build layouts, refine typography, and make real-time decisions, Fizzion captures that creative intent and encodes it into a StyleID—a machine-readable identity that automatically applies brand rules across formats, platforms, and markets.

Once trained, StyleIDs act as real-time guides, enabling Coca‑Cola teams and agency partners to generate hundreds of localized campaign variations with precision and consistency — freeing creatives to focus on storytelling, not formatting. The result: fewer errors, faster execution, and stronger brand integrity at scale.

Co-Innovated with Adobe

Co-developed with Adobe and leveraging Adobe Firefly generative AI services, Fizzion is natively embedded into Adobe Creative Cloud. Designers work inside the tools they already know and trust—Illustrator, InDesign, and Photoshop—while Fizzion learns from their workflows, interpreting and applying brand systems dynamically in real time.

“We developed a solution that addresses the challenge of misinterpreting brand guidelines—a critical hurdle in AI-powered content,” said Dominik Heinrich, Senior Director of Global Design Intelligence and Tech. “What’s already hard for humans becomes even harder for AI. This integration lets designers create context as they work, seeing instantly how AI interprets their intent. It eliminates the lengthy, error-prone process of engineers training AI on brand guidelines through a disconnected lens.”

A Legacy of Design Leadership, A Future Powered by Intelligence

For nearly 140 years, The Coca‑Cola Company has led brand innovation—setting blueprints that others across industries have followed. From pioneering the contour bottle over 100 years ago, to standardizing global identity systems, The Coca‑Cola Company has continuously redefined how brands scale creative excellence. Fizzion builds on that legacy being the first and setting the blueprint for others to follow: an intelligent design system where brand rules live within assets themselves—ensuring consistency, speed, and adaptability at every touchpoint.

The Coca‑Cola Company proves that global consistency and local nuance in an AI generated world can work in harmony, keeping brands iconic, resonant, and always on-brand.