Artificial intelligence is playing an increasing role in The Coca‑Cola Company’s global operations, influencing areas such as research and development, marketing, inventory management, and supply chain procurement. The company has now joined the MIT Generative AI Impact Consortium as a founding member. This new consortium brings together organizations including OpenAI, Analog Devices, Tata Group, SK Telecom, and TWG Global with MIT researchers to create open-source solutions for complex global challenges.
Anantha P. Chandrakasan, Provost of MIT, said, “We’re thrilled to have the support of Coca‑Cola as a founding member of the Consortium. 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.”
The Coca‑Cola Company (TCCC) is the only consumer packaged goods representative among the founding members. Pratik Thakar, Global Vice President and Head of Generative AI at TCCC, commented on the partnership: “This represents a best-of-the-best combination of industry practicality and academic rigor. It also perfectly complements our commitment to make a difference by using AI in service of humanity.”
As part of its involvement in the consortium, TCCC has launched Project “Save the Orange” in collaboration with Fundecitrus and Invaio Sciences. The project aims to address citrus greening—a bacterial disease known as HLB (huanglongbing)—which threatens orange production worldwide. Since 2004, HLB has affected nearly all orange trees in Florida and caused significant financial losses for the citrus industry globally. Experts warn that without advances in detection and treatment methods, oranges could disappear from markets within 25 years.
The initiative involves experts from agriculture technology, biotechnology, computer science, data science, life sciences, and public policy fields working together on research led by MIT professors and industry leaders.
Christina Ruggiero, President of Global Nutrition Category at The Coca‑Cola Company stated: “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.”
Antonio Juliano Ayres, Executive Director at Fundecitrus added: “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.”
Amy O’Shea—CEO Invaio Sciences—commented: “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; farmer profitability; we are honored to contribute our products and expertise to it.”
Generative AI is being used within this project through data simulation techniques designed to reduce research timelines significantly.
Pratik Thakar emphasized: “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; Life Science—to accelerate research & innovation… This complex issue demands a unique level of partnership & collaboration—to slow down spread…and ultimately find long-term solution.”
More information about The Coca‑Cola Company can be found at www.coca-colacompany.com or via their social media channels on Instagram Facebook LinkedIn.
Further details about MIT’s consortium are available at https://generativeai.mit.edu.
Fundecitrus continues its focus on improving competitiveness for Brazilian citrus farming through applied research since its establishment by growers & juice industry stakeholders.
