Adobe and Coca-Cola built a SaaS monster named Fizzion. It's incredible. It's terrifying. And it's exactly what the rest of us need, but obviously can't afford.

Let me just say this: if you're remotely interested in branding, strategy, or what AI means for the creative industry, you need to watch this video.

🔗 The video embedded in this article that I couldn’t extract

It’s a SaaS platform called FIZZION (yes, with the extra Z of late-stage capitalism), and it's Adobe's custom-built, brand-cohesion-obsessed generative AI system, made specifically for Coca-Cola.

Built. For. Coca-Cola.

Which means it likely cost the GDP of a South American country like the one I come from. But here’s the kicker: it’s actually brilliant.

🤔 What Even Is It?

Fizzion is not just another shiny object. It’s not an asset generator. It’s an AI system trained on Coca-Cola’s entire brand DNA: colours, values, motion, TOV, layouts, type hierarchy, everything. It can generate on-brand, coherent content across every sub-brand in the Coca-Cola universe. Automagically.

Like having a global team of hyper-consistent, hyper-focused creative directors trapped in a little red UI. Who you don’t have to pay PTOs to. Or that don’t complain about the coffee.

And they actually pulled it off!

JKR is working with it.
Coca-Cola Global is backing it.
And it looks like it freakin’ works.

As someone who’s worked inside Coca-Cola (I was Creative Lead for The Coca-Cola Co, working through the London agency ForPeople), let me tell you: aligning brand outputs across regions, managers, packaging types, channels, and internal politics is a special kind of corporate purgatory. I say that with love. Er, not really.

So the fact that they managed to codify brand rules into a system that doesn’t immediately vomit chaos is honestly wild. Like, we should all be talking about this. WHY AREN’T WE?

But here's the thing: it's not for us. You know…poor people.

This is Coca-Cola's private Idaho. You don’t get to visit. This is bespoke infrastructure built with infinite money, teams of engineers, creative directors, AI whisperers, and enough alignment meetings to kill a horse surgically like in The Cell.

For the rest of us? We get Creative Suite Sadness with a guidelines PDF and a prayer.

Or do we?

🫣 What This Means For Singularity

This is exactly the benchmark I've been screaming about. This is the direction Singularity has always been building toward. Fizzion solves the creative execution layer at scale for a mega-brand. Singularity is solving the strategic brand development layer at scale for everyone else.

I'm building the MVP of Singularity Powerhouse right now. Myself. On my own. No team. No funding. No Adobe partnership. Just me, my brain, Gepetto’s (ChatGPT’s) glitchy persona I manually moulded in my image out of years of convos, and a deep loathing of inefficient branding workflows.

I’m not trying to clone Fizzion. I’m doing something different. I’m not starting at the asset level. I’m starting at the thinking level: the research, the insights, the strategy, the decisions that should precede the asset generation.

Singularity Powerhouse doesn’t make stuff for you.

It makes sure you know WHY you’re making it. And WHAT it's supposed to do. And WHO it's for. And HOW to keep it consistent without losing your mind in the process.

Fizzion is bespoke, beautiful brand automation for giants.

Singularity Powerhouse is flexible-but-structured, AI-supported, strategic brand development for Humans.

💀 Why I'm Yelling Into The Substack Void

LinkedIn buries my posts faster than a bad client buries scope creep. Substack gives me space, same as this section of the website. I can post links, embed video, show images, and scream into the internet without character limits.

So there's where I’ll be documenting the behind-the-scenes of building this thang, as well as here, of course.
For SEO reasons mainly, lol 😂

The Singularity Powerhouse MVP is a-coming.

It's scrappy, ambitious, and going to change how we build brands, forevermore. And it’s being done by one woman who knows way too much about brand systems and corporate chaos.

I should probably be dead.

The future of branding is not Coca-Cola red and it’s helluva not pink.
It’s f*cking dark mode, orange, and magical realism-core.

It’s gonna be a French Revolution-style beheading of the old ways.
I can’t f*cking wait.

_____

With 🧡💜🖤 from the middle-stack,
Esther from Singularity

💌 Hate mail here: esther@singularity.uk.com

📚 The Clickbait™ Substack here: theclickbait.substack.com