How AI is unleashing growth at CCEP

From human-centered AI to AI-powered business growth, we're exploring how technology can support our people, customers and operations.

In this video, our Chief Data and Analytics Officer, Laia Callazos, takes on a unique challenge: answering questions from Microsoft Copilot about how we're using AI to drive growth, support a data-driven culture, and prepare for the future of work with AI.

How is CCEP integrating AI into its broader business strategy?

AI is not just a technology - it's one of our growth engines. We see it as a key part of our AI business strategy, helping us unlock value and drive AI-driven business growth. And AI is also about empowering people, not only giving them tools, but also helping them with capabilities and the culture that's needed to make those tools useful.

What kind of data architecture and governance models are you using to support scalable and ethical AI deployment?

Well, there is no AI without data, and it is our data strategy that enables us to scale. When it comes to governance, We have a strong focus on responsible AI practices.

That is AI that is SECURE.

It is also about making sure that it is people and not systems that are ACCOUNTABLE for the outcomes and outputs of AI.

We make sure that the data we use is FAIR and how we deploy systems and tools is also fair.

And we're increasingly putting more effort in experts that help make AI EXPLAINABLE. We call it SAFE. We're also addressing AI bias mitigation and data privacy in AI, ensuring our systems reflect our values and support our people.

Share some standout AI use cases at CCEP.

Well, AI helps our sales teams capture visibility of inventory and also creates customised menus. Commercial Operations teams use AI to guide our teams to the outlets of most potential. Buyers can use AI assistance to help speed up their buying processes. RGM teams use AI to guide them on promotional plans. Supply Chain uses AI to model the impact on our capacity when introducing a new product.

What's your approach to building AI literacy across the organisation?

Both data and AI literacy are central to how we grow and develop our future-ready skills. We have an AI incubator where we learn by doing AI Champions are connecting with each other for ideas that we can trial. We have an AI Hub, packed with lots of information for everybody to learn and we're also launching a Data and AI Academy.

What emerging AI trends or technologies are you most excited about for CCEP in the next 2-3 years?

AI is going to amplify all of us, in store, in the factory or in the office. It isn't going to change who we are. We will always make, move and sell the world's most loved drinks.

As we continue to scale AI across CCEP, we're focused on building ethical and responsible systems that support collaboration between people and technology. By combining human and AI collaboration, we're enhancing how our teams work, shaping an AI-augmented workforce, and staying ahead of emerging AI trends that are redefining the future of work and business.