Pepsi is rewriting the rules of blind taste testing with “DesafI.A Pepsi”, a modernized, AI-driven take on its classic 1975 “Pepsi Challenge.” The campaign title is a play on words … read morein Spanish, combining 'Desafío’ (Challenge) with 'IA,' the Spanish abbreviation for artificial intelligence. Colombia was the first country to implement DesafI.A Pepsi, where this tech-forward approach leverages the brand’s custom-built AI, SonI.A, to assess consumer taste preferences in a fully immersive, multisensory format. The experience took place at Bogotá’s Estéreo Picnic festival, where the brand invited over 400 festival-goers to sample Pepsi Zero alongside another sugar-free cola, measuring responses through a combination of auditory, visual, and cognitive data. The results? A decisive 58.3% chose Pepsi Zero, and now the brand is excited to bring this disruptive concept to other markets soon. Pepsi’s SonI.A is uniquely designed to analyze consumer preferences and reactions using world-first multisensory technology. By leveraging devices that track brain activity, visual cues, and auditory responses, SonI.A provides insights into taste trends, decoding flavor preferences with such precision.
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