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Bain & Company is closing a strategic alliance with OpenAI. The American consulting firm will help its clients implement AI lab models into daily practice. Coca-Cola is the first.

The Coca-Cola Company will be a , but the company itself does not really need to look for trials. The fact that the new technology exists and has already publicly demonstrated its capabilities is enough for the soft drink maker to want to take the test.

The first trials will take place with the marketing team. That will do existing work in new ways. Management says that will be many times faster and more efficient.

"Beyond novelty, models like ChatGPT, DALL-E and Codex offer substantial benefits in numerous industries and business functions."

Bain initially sees applications in companies' internal processes. How, how quickly and in what domains, it does not comment on that. Initial experience does show, however, that if a concern sees internal value, that the potential is soon looked at toward the consumer.

Before Bain and OpenAI entered into the strategic alliance, managing partner Manny Maceda explains, the AI Lab sought contact with the consulting firm to explore collaborations. That led Bain to the realization that it did not want to be a customer, but a "reseller.

To date, has been mostly engaged in research and development. With commercializing its knowledge and expertise, CEO Sam Altman was not really concerned. When the first AI models became commercially available last year, it surprised both the market and Altman. They seemed to strike an unsuspected chord and gained acute traction in the marketplace.

Microsoft is implementing OpenAI's techniques into its services for the residential and business markets. Think Bing and Azure. Given initial feedback from Bing, that can mostly be described as work in progress.

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