Coca-Cola's World Cup AI Avatar Showcases Brand's Cutting-edge AI Innovation
Coca-Cola China has launched an interactive AI avatar of football icon Fan Zhiyi to engage fans during the 2026 FIFA World Cup. The project uses Baidu's multi-agent AI technology to provide 24/7 real-time conversations, moving beyond traditional celebrity endorsements.
Why it matters
This represents a shift in marketing strategy where AI avatars replace live celebrity participation to maintain constant consumer engagement.
BEIJING, June 24, 2026 /PRNewswire/ -- During the 2026 FIFA World Cup, Coca-Cola China launched a new sports marketing campaign featuring a real-time interactive AI avatar of Chinese football icon Fan Zhiyi alongside a World Cup-themed AIGC creative film. Developed in collaboration with Baidu Yijing, Baidu s multi-agent AI avatar platform, the campaign delivers immersive, AI-powered fan engagement experiences.
The article describes a marketing campaign and its technological implementation without taking a stance.
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