Fizzion Statement: Coca-Cola’s AI Makes Sure the Logo Stays in Line

Coca-Cola’s latest brand play isn’t another seasonal can or TikTok dance—it’s an AI named Fizzion. Born from the chaos of trying to manage 5,000 assets per campaign across 200 countries, Fizzion acts as a brand compliance co-pilot baked directly into Adobe's design tools. Instead of designers thumbing through 400-page guidelines or risking logo abuse (stretching, tilting, or unspeakable kerning crimes), Fizzion quietly enforces brand standards in real-time, using Coca-Cola-trained design logic. It doesn’t dream up fantasy imagery like Firefly or DALL·E; it fine-tunes existing campaign elements, guided by Coca-Cola’s own visual DNA.

The AI doesn’t just enforce rules—it learns. Once a designer finalizes a campaign and hits save, that asset becomes a "Style ID," effectively a visual formula that Fizzion can remix for different formats or regions. Local markets get just enough flexibility to localize while staying on-brand, and global teams can approve more ambitious creative tweaks through the tool itself. It’s designed not to replace creative work, but to offload the repetitive stuff, letting designers spend more time on the emotional and culturally nuanced parts of campaigns (and less time fixing font sizes).

Fizzion is now mandatory for all Coca-Cola agency partners, making it one of the first brand governance AIs to scale globally. The company sees it as a sustainable, designer-first approach to consistency—not a shortcut. And while Adobe may explore ways to bring similar tools to other clients, Fizzion is built for the kind of volume only Coca-Cola can serve: 2.2 billion drinks a day, with 30 million touchpoints to match. As Coca-Cola’s design team puts it, if everyone uses the same AI without pushing boundaries, sameness will reign. Fizzion’s goal is the opposite: to protect the brand while still leaving room for it to grow.