2024
Coca-Cola Applied AI
Creative Technologist
Explored how emerging AI capabilities could meaningfully augment brand and interaction experiences.
Context
This project explored how emerging AI capabilities could meaningfully augment Coca-Cola's brand and interaction experiences. The team operated without a fixed product roadmap, treating the work as exploratory and concept-driven.
Problem
We needed to translate abstract AI concepts into tangible artifacts that could be discussed, tested, and evaluated—emphasizing learning through making rather than shipping production-ready systems.
Solution
Built interactive prototypes demonstrating how AI-driven personalization might feel in brand experiences, using OpenAI models and Figma for rapid iteration.
Key Deliverables
Interactive AI prototypes for brand experiences
Tangible artifacts for creative and leadership review
Interaction flow explorations in Figma
Impact
Clarified where AI-enhanced interactions felt helpful versus intrusive within a consumer brand context. Reinforced creative technology as a bridge between speculative ideas and practical interaction design.
Learnings
Deepened understanding of AI agent design and constraints
Developed techniques for aligning creative exploration with brand guidelines
Hi — glad you’re here.
This space is a conversation about Charles Pfaff’s work — the projects, the systems behind them, and the thinking that shaped them.
If you’re not sure where to begin, you could ask:
Follow-up questions:
- Get to know me in 3 minutes
- Ask about brands I've worked with
- Ask about what I do