The Coca‑Cola Company has joined the newly established MIT Generative AI Impact Consortium as a founding member, aiming to apply artificial intelligence to address significant global challenges. The consortium brings together interdisciplinary researchers from MIT and industry leaders such as OpenAI, Analog Devices, Tata Group, SK Telecom, and TWG Global.
This collaboration seeks to combine academic research with practical industry experience to create open-source solutions for complex problems. As technology continues to change industries rapidly, the consortium’s goal is to guide these advancements in responsible ways.
“We’re thrilled to have the support of Coca‑Cola as a founding member of the Consortium,” said Anantha P. Chandrakasan, Provost of MIT. “Their global reach and insights will be critical in helping us identify pressing challenges, pulling together the right partners and resources, and putting plans into action to solve problems.”
The Coca‑Cola Company (TCCC) is the only consumer packaged goods representative in the group. Pratik Thakar, Global Vice President and Head of Generative AI at The Coca‑Cola Company, stated: “This represents a best-of-the-best combination of industry practicality and academic rigor. It also perfectly complements our commitment to make a difference by using AI in service of humanity.”
As part of its membership in the consortium, TCCC has launched Project “Save the Orange.” This initiative targets citrus greening disease (HLB), which threatens orange crops globally and has caused significant economic losses since it was first detected in 2004. In Florida alone, nearly all orange trees have been affected.
“Save the Orange” is being carried out with Fundecitrus and Invaio Sciences. The project involves experts from several fields including agriculture technology, biotechnology, computer science, data science, life sciences, and public policy. Research efforts are already underway with involvement from MIT professors.
Christina Ruggiero, President of Global Nutrition Category at The Coca‑Cola Company said: “As a leading provider of fruit juice worldwide, we have a unique perspective on the critical issue of citrus greening. In these challenging times, we stand with the orange farming community and are closely collaborating with Brazil-based research lab Fundecitrus to find a viable solution.”
Antonio Juliano Ayres, Executive Director at Fundecitrus added: “Citrus greening is one of the greatest threats to global citrus production, demanding urgent and collaborative action. Through the ‘Save the Orange’ partnership with The Coca‑Cola Company and MIT, Fundecitrus reaffirms its long-standing commitment to science-driven solutions, transparency, and innovation. Together, we are uniting knowledge, technology, and people to safeguard the future of citrus.”
Amy O’Shea, CEO Invaio Sciences and CEO Partner at Flagship Pioneering commented: “We have an unwavering commitment to developing effective solutions for citrus growers in the fight against HLB. We’ve seen firsthand the devastation of this disease, and the proven efficacy of our Trecise treatment in stopping it. Treatments and application technologies will be critical components of a multi-pronged coordinated effort to restore tree health, citrus production, and farmer profitability; we are honored to contribute our products and expertise to it.”
Generative AI plays a central role in accelerating research within this initiative by using data simulation techniques that can reduce timelines significantly.
“We’re deploying cutting-edge Generative AI in service of humanity and tackling globally critical problems. Citrus greening has impacted farmers for over 15 years; now it’s high time to combine Generative AI with AgriTech, Biotech, and Life Science to accelerate research and innovation,” said Thakar. “This complex issue demands a unique level of partnership and collaboration to slow down the spread of HLB, and ultimately find a long-term solution.”
The MIT Generative AI Impact Consortium was founded as an MIT presidential initiative in 2025 https://generativeai.mit.edu. Its mission is bringing together faculty members along with business innovators and policy specialists for research partnerships focused on transformative applications while addressing ethical implications related to artificial intelligence.
Fundecitrus is dedicated toward improving competitiveness within Brazilian citrus farming through applied research into diseases like HLB affecting crops since 1977.
The Coca‑Cola Company operates globally across more than 200 countries offering beverages ranging from soft drinks such as Coca-Cola itself through water brands like Dasani or smartwater up through plant-based drinks like fairlife or AdeS.
