AI IN THE SERVICE OF SUSTAINABLE AND MORE EFFICIENT BUSINESS PROCESS AUTOMATION CREATES SPACE FOR CUSTOMER ENGAGEMENT AND LISTENING TO THEIR NEEDS

Artificial intelligence is not a futuristic concept, but a reality that is already having a significant impact across industries. The fast-moving consumer goods sector, known for its speed in all aspects of operations, has been quick to recognize and adopt the potential of AI driven trends. At Coca-Cola HBC Serbia, AI has been integrated into a large part of everyday operations, and through phased testing and learning we have confirmed the measurable results of these tools, from a more efficient supply chain and process optimization to contributions to our sustainable business agenda.  

The local transformation is led by an experienced team of Digital and Technology experts who turn innovation into tangible value and who, thanks to outstanding achievements, were recognized last year as the best among teams in the 29 countries where Coca-Cola HBC operates.  

Our objective is to direct digital technologies toward outcomes that enhance customer experience, improve employee efficiency, and simultaneously optimize processes that enable continued sustainable growth in the market. Since customer satisfaction represents a key link in shaping business processes, one of our primary goals is to achieve maximum efficiency and speed in communication and collaboration with partners.  In response to market feedback, more than 50 percent of all orders are now automatically generated using advanced robotic process automation tools. 

We continuously develop and refine predictive AI models embedded in Big Data Advanced Analytics solutions, enabling sales teams to propose more accurate and proactive actions tailored to specific business opportunities and market needs.

Image recognition technology has found applications not only in warehouse operations, but increasingly in direct sales as well, where it supports menu and price identification. Although it is often suggested that AI will eventually replace manual labor, in practice it supports field operations precisely in areas where it can never and should never replace people. Through automation, space is created for conversations with customers and opportunities are opened to listen more actively to what they truly need.

Investments in artificial intelligence extend far beyond technology itself, as we continuously explore new opportunities and areas for its appropriate application. Through intelligent route optimization for the distribution fleet, fuel consumption and CO2 emissions have been reduced, while technologies such as Digital Twin enable predictive maintenance, reducing waste and energy consumption. All innovations are aligned with Coca-Cola HBC’s strategic sustainability goals, ensuring responsible use of technology with strict adherence to data privacy and regulatory requirements. As a result, AI integration in business operations requires additional caution, as data privacy and governance are of the utmost importance, supported by systems and standards such as NIST and OneTrust that guide responsible use. Bias in AI models is controlled through human oversight to ensure fairness and transparency in decision making. AI is no longer just a trend, but an inevitable reality whose full potential is yet to be unlocked. Therefore, our goal should not only be to adapt to upcoming changes, but also to lead them by shaping a future of business that is efficient, innovative, and sustainable.

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