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Coca-Cola, Hershey and United share how they use data and AI to make the case for marketing investment
Coca-Cola, Hershey, and United Airlines showed measurable returns from AI and data tools at the Possible conference in Miami. Their presentations focused on revenue impact and customer behavior, not brand awareness.
Coca-Cola, Hershey and United show C-suite how AI and data drive marketing results
Three major brands demonstrated concrete returns from AI and data investments at the Possible conference in Miami, shifting how marketing departments prove their value to executives.
Marketers from Coca-Cola, Hershey and United Airlines shared specific examples of how they deploy AI and data to improve business outcomes. The presentations moved beyond theoretical benefits to show measurable impact on revenue and customer behavior.
The conference underscored a shift in how marketing leaders talk to their boards. Rather than defending spending on brand awareness or creative campaigns, they now quantify results through data analysis and predictive modeling.
Why this matters for marketing teams
Marketing departments face pressure to justify budgets in financial terms. Executives want to see how marketing investments drive sales, reduce customer acquisition costs, or improve retention rates.
AI tools help marketers answer these questions. Predictive models identify high-value customers before they convert. Data analysis reveals which campaigns drive actual revenue, not just clicks or impressions.
Companies using these approaches report clearer connections between marketing activity and business results. That clarity changes how much budget marketing receives and how much autonomy marketing leaders retain.
Building marketing skills for the data era
Marketing professionals who understand data analysis and AI tools have stronger positions in their organizations. They speak the language executives use when making budget decisions.
Marketers looking to strengthen these skills can explore AI Data Analysis Courses or focus on AI for Marketing programs designed for their role.
The Possible conference showed that marketing's future depends less on creative intuition and more on the ability to extract insights from data and explain business impact to the C-suite.