In the fall, Intuit’s marketing boss Thomas Ranese told ADWEEK that 83% of its 18,200 employees now use AI at work, marking a 60% jump in adoption over the past nine months.
The TurboTax owner’s marketing team is doubling down on generative AI, powered by a new proprietary tool called Marketing Studio, which can create an entire campaign–from brief to creative to CRM strategy–in under an hour.
Work developed by Marketing Studio has already boosted conversions by about 10%. Elsewhere, gen AI has cut content planning time by 90% for Intuit’s search teams by identifying keyword gaps. It’s also helping Intuit’s social performance team drive a 38% lift in click-through rates.
“We’re at a tipping point culturally now for the tech,” former Google and Uber exec Ranese told ADWEEK in October. “Now we’re moving fast to figure out how we embed it.”
In July 2024, before Ranese joined as CMO, Intuit laid off around 10% of its workforce, or 1,800 employees, to open up budgets for gen AI projects. However, it pledged to hire another 1,800 people in engineering, product, and customer-facing roles such as sales and marketing. – Rebecca Stewart
Coca-Cola gave its AI trucks another whirl
In December, Coca-Cola again rang in the holidays with an AI-powered take on one of advertising’s most enduring seasonal traditions. Created by WPP Open X, led by VML, and supported by EssenceMediacom, Ogilvy, and Burson, “Refresh Your Holidays” blended machine learning and human craft to reimagine the soda giant’s three-decade-old “The Holidays Are Coming” formula.
The ad features a hyper-real aesthetic built from over 70,000 video clips, giving the film a cinematic sheen that merges human craft with machine capability.
Coca-Cola’s holiday work has not been without controversy. 2024’s AI-powered campaign drew debate inside the industry and beyond. Despite this, the business leaned even further into the tech in 2025.
