In the statement, Coca-Cola CEO James Quincy said that the company is “excited to unleash the next generation of creativity offered by this rapidly emerging technology” using tech including DALL-E and ChatGPT.

“We see opportunities to enhance our marketing through cutting-edge AI,” Quincy said, “along with exploring ways to improve our business operations and capabilities.”

The Byte reports that Coke is the first company to sign on to Bain and OpenAI’s new partnership, and although there’s no word yet on exactly what the deal will entail, the press release hints at marketing, sales, and human resources implementations, the latter two of which sound pretty dystopian, to be honest.

In a statement provided to The Grocer, a British food news site, Coke CFO and president John Murphy indicated that the marketing prospects were one of the biggest draws of the deal.

“We have a couple of really interesting cases with the marketing team to enhance the work that we’re already doing with our new marketing model,” Murphy said, “and to be able to marry the ability to deliver creative content at speed and to do it with exponential efficiency.”