MexicoFood and restaurants2024 – ongoingCoca-Cola FEMSA
AI product recommendations and personalized Juntos+ campaigns
Coca-Cola FEMSA's generative AI campaigns reached an 11% click-through rate, according to Amplitude
Problem
Broad retailer campaigns could not reflect individual outlets' purchasing patterns. Preparing tailored messages every week posed an operational challenge.
Approach
A machine-learning engine recommended products each retailer had not previously purchased. Generative AI converted recommendations into personalized in-app messages, while Amplitude connected campaign interactions with purchase activity. A December 2024 pilot expanded across Mexico.
Results
Takeaway
Amplitude reported stronger engagement than comparable campaigns without generative AI. The comparison did not establish how much improvement came from recommendations versus message generation.
Categories
- Size
- Large enterprise
- Industry
- Food and restaurants
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Recommendation and personalizationGenerative AI
- Adoption
- Partner co-development
- Evidence
- Vendor case study
Sources
Source summaries
Amplitude described weekly recommendations and generated retailer messages. It reported campaign click-through and expansion from a Mexican pilot to 690,000 retailers.
Full details are in the original sources.
