Artificial Intelligence (AI) and other emerging digital technologies are transforming nearly every aspect of The Coca‑Cola Company’s global business. From R&D and marketing to inventory management and supply chain procurement, the company is constantly exploring how AI can progress creativity, productivity and collaboration.
Now, the company has joined the newly established MIT Generative AI Impact Consortium as a founding member. This collective is committed to harnessing the power of AI for societal good through bold collaborations.
TCCC joins OpenAI, Analog Devices, Tata Group, SK Telecom and TWG Global in the consortium. The group of interdisciplinary MIT researchers and cross-sector industry leaders will bridge cutting-edge AI research with real-world expertise to generate open-source solutions to some of the world’s biggest, most complex challenges. As AI-driven innovation continues to accelerate and disrupt industries, the consortium will help ensure these technologies evolve in responsible, meaningful ways.
“We’re thrilled to have the support of Coca‑Cola as a founding member of the Consortium,” said Anantha P. Chandrakasan, Provost of MIT. “Their global reach and insights will be critical in helping us identify pressing challenges, pulling together the right partners and resources, and putting plans into action to solve problems.”
TCCC, an early adopter of AI and digital experimentation, is the consortium’s only CPG representative. “This represents a best-of-the-best combination of industry practicality and academic rigor,” said Pratik Thakar, Global Vice President and Head of Generative AI at The Coca‑Cola Company. “It also perfectly complements our commitment to make a difference by using AI in service of humanity.”
TCCC’s consortium membership comes as they kick off their Project “Save the Orange,” which aims to combat the devastating impact of citrus greening. Citrus greening, a bacterial disease known as HLB (huonglongbing), threatens the world’s orange supply, and has no known cure. Since emerging in 2004, HLB has infected nearly 100% of Florida’s orange trees and has triggered billions of dollars in losses to the global citrus industry. Without improvements in detection, management and treatment, the global orange supply could vanish in the next 25 years.
“Save the Orange,” was developed in collaboration with Fundecitrus, and Invaio Sciences. This initiative unites experts from AgriTech, Biotech, Computer Science, Data Science, Life Sciences, and Public Policy. A team of MIT professors and industry leaders have already kicked off research.
“As a leading provider of fruit juice worldwide, we have a unique perspective on the critical issue of citrus greening. In these challenging times, we stand with the orange farming community and are closely collaborating with Brazil-based research lab Fundecitrus to find a viable solution,” said Christina Ruggiero, President, Global Nutrition Category at The Coca‑Cola Company.
“Citrus greening is one of the greatest threats to global citrus production, demanding urgent and collaborative action. Through the ‘Save the Orange’ partnership with The Coca‑Cola Company and MIT, Fundecitrus reaffirms its long-standing commitment to science-driven solutions, transparency, and innovation. Together, we are uniting knowledge, technology, and people to safeguard the future of citrus.” Antonio Juliano Ayres, Executive Director, Fundecitrus
“We have an unwavering commitment to developing effective solutions for citrus growers in the fight against HLB. We’ve seen firsthand the devastation of this disease, and the proven efficacy of our Trecise treatment in stopping it. Treatments and application technologies will be critical components of a multi-pronged coordinated effort to restore tree health, citrus production, and farmer profitability; we are honored to contribute our products and expertise to it.” Amy O’Shea, CEO Invaio Sciences and CEO Partner, Flagship Pioneering.
Generative AI is revolutionizing these fields by using data simulation to compress research timelines from years to months. “Save the Orange” is inspired by the collaborative spirit of traditional tech hackathons, where programmers gather to write code or develop software in a tight timeframe.
“We’re deploying cutting-edge Generative AI in service of humanity and tackling globally critical problems. Citrus greening has impacted farmers for over 15 years; now it’s high time to combine Generative AI with AgriTech, Biotech, and Life Science to accelerate research and innovation,” said Thakar. “This complex issue demands a unique level of partnership and collaboration to slow down the spread of HLB, and ultimately find a long-term solution.”
