The company revealed that artificial intelligence (AI) plays a role in this, though the specifics of what happens behind the scenes are kept under wraps.

Once again, Coca-Cola has turned to artificial intelligence (AI) for its creative process. Previously, the company had developed a new beverage, Y3000, with the help of algorithms, but this time, AI is being used not to craft flavor profiles but to compose music.

This new application utilizes advancements in neuroscience and artificial intelligence to simulate the experience of consuming a particular product of the company. Through the Coke SoundZ app, users can create their own music using the sounds associated with opening a bottle and consuming the beverage. According to the company, these transmitted sounds "most likely evoke pleasant feelings in our brains."

The app's interface features five buttons that produce sounds related to the soda, along with an AI generate button that initiates music generation, as reported by The Drum. The company has been tight-lipped about the precise role AI plays in this process.

The company also did not delve into specifics of how it has applied findings from neuroscience, merely stating that Katherine Lewis assisted in the development. Lewis is a researcher of cognitive activities at the University of Oxford and a science communicator.

Lewis explains that sounds associated with consuming the product such as fizzing, sipping, and others trigger a sense of anticipation in the brain, leading to the release of dopamine. She claims that this theory was integrated into the artificial intelligence to enable the app to produce uplifting and enjoyable sounds.

Additionally, Coca-Cola has released a physical version of the app in the form of a bottle, further blending the digital and physical experiences of its brand.